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Telco

A Telco Turns Up The Christmas Magic with atn

The Challenge

An Australian Telco set out to redefine the holiday shopping experience, transforming its retail events into shared moments that resonated both in-store and online, positioning it as a premium destination for gifting.

A key challenge was shifting consumer perception – while the Telco is a leader in telecommunications, it is not traditionally viewed as a gifting destination. It wanted to drive demand and conversions, particularly among non-regular customers aged 25-54 who are willing to pay a premium but also seek strong value.

 

The high attention solution

To achieve this the Telco booked a medium-weight, four-week campaign with atn across national metro markets to drive traffic online and in-store during the critical Christmas retail period.

Results

  • In a cluttered holiday advertising market, the atn campaign exceeded attention benchmarks. Leveraging Adelaide Metric’s Attention Unit (AU) score, the campaign achieved a score of 55.24, exceeding atn’s benchmark of 53.7 and significantly outperforming terrestrial radio’s benchmark of 45.
  • Beyond just awareness, the campaign drove 79% attentive reach, meaning that nearly eight in ten of the reached audience were paying high attention – demonstrating that the campaign effectively captured and retained consumer interest when it mattered most.
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79%

Beyond just awareness, the campaign drove

55.24

exceeding atn’s benchmark of 53.7 and significantly outperforming terrestrial radio’s benchmark of 45.

If your brand needs attention, then you need atn

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