Go Aussies! Using video to spur patriotism (and brand affiliation) before the Olympics.

Go Aussies! Using video to spur patriotism (and brand affiliation) before the Olympics.

Seems every man and his dog is launching some form of Olympics-inspired ad campaign, but not many can match an oldie but a goodie that’s been wildly successful for over twenty years by Australian telecommunications giant Telstra. Called ‘Testra Hero Messages’, what started as a simple way to send telegrams offering best wishes to sporting heroes at the ’98 Seoul Olympics has now evolved to incorporate a custom- built interactive website allowing users to send words (or videos) either via their mobile phones (SMS, Photo or Video MMS, or WAP message) or online (upload text or video) to offer encouragement to the Australian Olympic team. Sporting “celebrities” also offer best wishes via pre-recorded video messages, and punters can also send their greetings via an application on Facebook.
The introduction of video to the Hero Messages mix really brings the site to life, and you can imagine users spending hours viewing all the content on offer. Sure, we’re a bit biased – Soul Arch Media’s own Gold Coast videographer Dave Emge filmed several of the celebrity video clips, including those of swimming legend Duncan Armstrong and Titan’s footy star Mat Rogers – but we’re sure that as Olympic fever reaches full pitch, the mind-blowingly massive influx of activity on this site will create more brand awareness/ goodwill than most marketing exercises could even dream about. Check the Telstra Hero Messages site out and let us know what you think.

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