Fight of fandoms

Eighteen fandoms, spanning three lands, fighting for one throne. 

Telstra came to us with an objective to elevate Net Promoter Scores in under performing local geographies. Our approach was to reconnect people with Telstra by leveraging the tribal passion of AFL supporters. 

We encouraged them to ‘Pledge Allegiance’ to their local team to receive rewards. 

The primal appeal of HBO series Game Of Thrones provided a creative counterpoint to the AFL theme. Three Australian fandoms, ‘EastAus’, ‘WesterAus’ and ‘SoutheryAus’, pitted against each other.