Telstra's turns its Christmas lights on early

Stuart Corner
Wednesday, 03 November 2010 16:48

IT Industry - Strategy

Yet more details have emerged of the massive scale of Telstra's Christmas marketing campaign which kicked of yesterday: the telco is planning spectacular light shows in capital city CBDs.

Following the launch yesterday of its Advent calendar style '55 days to Christmas' countdown web site Telstra will tonight, 3 November and on 16 December stage a spectacular light show at iconic inner city buildings in Sydney, Melbourne and Brisbane.

According to advertising industry web site Campaign Brief, Telstra will transform Customs House in Sydney, Federation Square in Melbourne and the Brisbane Town Hall "using a series of breakthrough high-definition projections..[that] will bring to life Telstra's Christmas product line-up, mapped to the exact shape of the buildings with a 3D twist in building projections."

Campaign Brief reports: "The experience features two dimensional artwork [converted] into three dimensional experiences, each carefully mapped onto the unique architecture, contours, textures, depths and surfaces of each building. This complex and time-consuming process, marrying creative with architecture, creates a perception of depth and the illusion of content 'playing with' the shapes and curves of the building...Telstra's 55 Days of Christmas campaign will shine at 100,000 lumens - remarkably the same as direct sunlight on a bright summer's day."

It all sounds nothing if not hugely expensive.