To reach the desired demographic the perception of Telstra as a graduate employer needed to dramatically change. Research yielded that most graduates didn’t realize how large and how many different opportunities were available to them. This and the fact that Telstra is bigger than some towns and cities in Australia, lead to the creation of “Option City”.

The campaign had a large online presence including an interactive microsite and active social media channels in addition to the regular media. At career fairs, the Option City bag was a much sought after item with the target audience.

Results
Increased quality of applicants.
Increase take up of 1st round offers.
Finalist in Australia’s Fairfax Employment Media Awards (FEMAs) in 3 categories; Best Campaign, Best Integrated Campaign and Best Graduate Campaign.
Internationally, 3rd place in the Online Media Category of the Creative Excellence Awards for the best recruitment initiatives globally.