Telstra
The Brief
Telstra approached Babel with a unique challenge. As one of Australia’s biggest and most recognisable brands, Telstra is not short of media attention Down Under, but in the UK and EMEA, awareness of Australia’s largest telecoms company’ was limited, and even less was known about its solutions for enterprise and cybersecurity available in the UK market. Telstra wanted to expand its presence and uptake of its solutions in EMEA.
The Insight
Telstra needed Babel’s support in developing brand messaging and a strategy - creating a platform for its EMEA leadership to expand awareness of the brand in the UK market, and thus establish and grow a following. We also recognised that Telstra’s sponsorship of a global cybersecurity community was a massive opportunity to highlight the organisation's role in shaping the future of the cybersecurity profession and helping to define, support, and promote the critical role and value of information security leaders in the enterprise
The Strategy
After some initial messaging development and defining Telstra’s core audience in the UK, Babel set about establishing a voice for the company’s Head of EMEA in tier-one enterprise and cybersecurity trade media. Central to this messaging were Telstra’s core business values around people-centricity and culture, as well as its credentials as a giant of enterprise. As part of the campaign to promote these principles, Babel and Telstra commissioned third-party research to explore the link between culture and technology and how synergy between the two is critical to purposeful enterprise transformation and empowerment of employees.
The Impact
Telstra’s ClubCISO Information Security Maturity Report is now recognised as one of the seminal pieces of research on CISO challenges and opinions. It generates extensive and regular coverage for Telstra in enterprise tech titles throughout the year. The campaign has yielded a year-on-year increase in brand exposure within the UK market, and the positive outcome of the campaigns to date has led to Telstra requesting Babel’s support in an ongoing marketing campaign.
