Brent Smart on Telstra’s latest OOH and why ‘simplicity is key’ [Video]

“Rather than adding more information, we challenge ourselves to reduce and strip it back. It leads to work that is visually striking and confident, like this.”

When it comes to the latest out of home work from Telstra you’ve likely seen everywhere, CMO Brent Smart tells Mediaweek: “We don’t need to convince consumers we have the best mobile network, just remind them.”

“Without sounding all brand nerdy, we ultimately want to build memory structures that link our brand to our superior network strength.”

The hyper-minimalist campaign reengineers the equity of the signal strength bars symbol into a “distinctive brand asset” as Smart describes. The ads repetitively associate the Telstra brand with key mobile functionalities, including apps like ‘Gram’, messaging (‘Chit/Chat’ and ‘Send’), ‘Maps’, and ‘Game’.

The campaign has over ten executions in total – some designed to work alone, others meant to play off each other …