All systems go!

Telstra: Industrial Automation

Talkin’ ‘bout an evolution

Thanks to two strategic acquisitions and a new AI joint venture, Telstra had everything they needed to deliver industrial automation – except the messaging and ad campaign. So Brains developed “smart industry made simple” ads, eDMs, hero videos, OOH, campaign landing page and thought leadership for a national campaign and roadshow targeting mining, supply chain, energy and construction.
The impact? Unprecedented media interest and customer leads.

The campaign launched with a landing page, media coverage, OOH, social, print and thought leadership. We captured the essence of Telstra’s future-focused approach in this overarching video and our campaign slogans. We also targeted LinkedIn advertising directly to industry groups with unique videos and taglines. These social ads came off the back of in-depth messaging and industry-specific webpages.


organic media articles in trade publications


LinkedIn impressions



Our thought leadership videos – filmed in Melbourne and Sydney – highlighted various aspects of industrial automation technology and described how they can benefit Australian businesses.

“Thanks for all the amazing work and partnership to get to this point where we have great structure as well as assets built. It’s getting a lot of interest internally too so your work is having quite an impact!”

– Kat Chia, Principal Product Owner – Industry
Telstra Enterprise Marketing and Commercial Steering