Telstra Australia has released a new campaign urging people to call their mums. Mums? It’s an interesting ploy to increase usage and taps into a real insight: however grown up you maybe, your mum has a special place in life. The execution is not mushy, teary-eyed stuff though. In one spot, a young woman calls up her dad. The ensuing conversation rings so true about dad’s and the male species in general.
A website, CallMum, supports the campaign. It has cute stuff like ‘ways to keep in touch with your mum’, a cheat-sheet to help technologically-challenged mums, a quiz and so on. The campaign touches upon various aspects of our equation with mums – guilt pangs, even stuffy boardrooms will understand if you take a break in meetings to answer your mum’s call etc. The campaign was preceded by a series of short teasers like ‘Don’t want to be woken up early tomorrow? Call mum tonight’. Reminded me of the Union Bank ad where the father wakes up early to fetch a cab for his son’s airport ride. Everyone has stories of how our mum’s stayed late if we were late, how she whined about you not keeping in touch etc. I guess the campaign touches a chord at that level.
Via The Inspiration Room.