Helping thousands of people staying connected during Sydney's New Year’s Eve, thanks to Telstra's clever cloud messaging infra-structure.
Photo by Padraig Treanor via Unsplash
As an Art Director at Imagination Australia, I was given the exhilarating task of leveraging Telstra’s major sponsorship of Sydney’s New Year's Eve celebrations in 2012. Telstra, known for their robust network services, was eager to be an integral part of the event, enhancing the experience for everyone involved.
Challenge:
One of the biggest challenges during such events is network congestion, especially at midnight when everyone is trying to call, message, or post on social media. As I put myself in the shoes of a New Year’s Eve reveler, it became clear that the solution should focus on easing this congestion while allowing people to connect with their loved ones seamlessly.
Solution:
The solution was both innovative and fitting. We decided to integrate a feature into the official City of Sydney’s NYE app, allowing users to queue up to 50 SMS messages. These messages would be uploaded to a cloud and released at midnight, free of charge and irrespective of the network or recipients' location. This approach not only eased network congestion but also enabled revelers to enjoy the festivities without worrying about connectivity issues.
Final Result:
The feature was a resounding success. It not only solved a major problem for those celebrating in Sydney but also resonated with the spirit of New Year's Eve - staying connected with loved ones. Its popularity and utility led to its integration into the official app for several years following its first implementation, marking it as a significant innovation in event-based technology solutions.
Client: Telstra
Agency: Imagination Australia
Art Director / Ideation: Berto Macario
UI Designer: Lee Nguyen
Country: Australia
