Telstra has launched the ‘Four Bars’ out-of-home (OOH) campaign to reinforce its position as Australia’s best mobile network. Created by Bear Meets Eagle On Fire, +61, and OMD, the campaign features a visually distinctive design centered around the graphic of four network bars.
With over ten different executions, the campaign includes single placements as well as series of consecutive placements that interact with one another.



Brent Smart, Chief Marketing Officer at Telstra, explains, “We don’t need to convince consumers we have the best mobile network, just remind them. Our ultimate goal is to build memory structures that link our brand to our superior network strength.”
He adds, “Our aim is to create distinctive work that stands out from other big brands in the country. In out of home advertising, simplicity is key. Instead of adding more information, we challenge ourselves to reduce and strip it back. This approach leads to visually striking and confident work, like this campaign.”
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