Telstra urges consumers to ‘Go to Rio’ with guerrilla ad promoting ‘Olympics on 7’ app

July 5, 2016 10:01

Australia’s biggest telco player Telstra has launched a new ad that appears aimed at capitalising on the upcoming 2016 Olympic Games in Rio de Janeiro.

Despite not being an official sponsor of the Rio Olympics or the Australian Olympic Team, a sponsorship held by rival Optus, Telstra has launched the guerrilla ad, which is set to a modern version of Peter Allen’s ‘I Go to Rio’.

The ad promotes free premium coverage to Seven’s Olympics apps for Telstra customers and shows Australians around the country using the app to access the Olympics.

Telstra declined to comment on whether it was attempting to directly associate itself with the Olympics or the Australian Olympic team, but it has also sent out an EDM to its customers and launched a website for consumers to be notified when the app launches.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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