Telstra’s “magic of technology” campaign
Following its “Life in Full Colour” rebrand, Telstra launched The Magic of Technology—a major integrated campaign that brought its evolved brand strategy to life. The campaign marked a shift in how Telstra positioned itself: from a traditional telecommunications provider to a human-centred brand using technology to enrich everyday life.
Inspired by Arthur C. Clarke’s quote, “Any sufficiently advanced technology is indistinguishable from magic,” the campaign reimagined technology not as the hero, but as an enabler of deeper human connection. Through emotionally resonant storytelling, it showcased how Telstra’s digital tools help people stay close, express themselves, and live more meaningfully connected lives.
Multichannel Integration:
The campaign was activated across a wide range of channels to ensure reach, relevance, and consistency of message:
TV and cinema: Hero films told heartfelt stories where technology enhanced real human moments.
Digital, social, and online video: Platform-tailored content celebrated relatable experiences shaped by connectivity and care.
Retail and experiential: Interactive, tech-enabled window displays in Telstra stores allowed people to engage with the campaign in a tangible, emotive way—blending digital possibility with real-world presence.
Out-of-home, print, and ambient media: Brought the campaign’s vibrant visual identity and emotional tone into everyday public spaces, reinforcing the brand’s promise at every touchpoint.
Outcomes and Impact:
Achieved record-breaking levels of brand recognition, likeability, and consideration, reinforcing the power of the new human-centred positioning.
Significantly improved consumer sentiment, with Telstra seen as more approachable, emotionally relevant, and aligned with people’s lives.
Drove strong engagement across digital platforms, with positive sentiment and high levels of content sharing.
Increased in-store engagement and foot traffic, attributed to the success of the interactive and visually striking retail displays.
Strengthened brand relevance among younger and family audiences, drawn to the campaign’s emotive tone and everyday storytelling.
By placing people at the heart of its message and using technology as a means—not an end—Telstra’s The Magic of Technology campaign successfully redefined the brand’s role in Australian life: a trusted, human partner in a digitally connected world.
