Telstra Sushi Plane Takes Off

Telstra in Australia has unveiled a series of reality-based TVCs designed to support its marketing strategy to better connect with Australian youth. The campaign features fourteen young Australians who won Telstra’s Sushi Plane online promotion in August, traveling to Japan to take part in challenging contests. The campaign, online at and Facebook Party Catchers Page, is now heading into a television and digital episode advertising phase.

Telstra Sushi Plane site

Telstra’s Sushi Plane departed Sydney for Tokyo in early August and was packed with the fourteen lucky winners of the Sushi Plane online promotion. A reality TV crew followed the winners as they raced the neon streets of Tokyo and participating in the ultimate Japanese Game Show experience in the hopes of becoming the Sushi Plane champion. Each contestant was equipped with one of Telstra’s latest Android devices, the HTC Desire, so they could post, tweet, snap and share the whole crazy ride with their communities back home. The reality TV crew captured all the twists and turns of their journey, the best of which has been used to create the new TVCs.

Tokyo Adrift

Drifting is considered one of the most exhilarating motorsports in Japan, so Telstra got contestants revved up with a breathtaking demo before turning the challenge on its head and having them race each other on hilarious tiny tricycles.

Click on the image below to play the video.

Sushi Pain

Contestants’ nerves and stomaches were tested with a variety of “tantalising” Japanese delicacies. Which team had the guts to conquer their sushi pain?

Megapixel Sumo

With an ancient shrine as a backdrop, contestants had to “man up” for a challenge that put them in the ring with a professional sumo wrestler.

Three 60-second TV commercials are joined by a series of webisodes showing more highs and lows of the Sushi Plane adventure, along with a specially-created Motion TVC which brings to life the contestants in traditional comic-book format.

Click on the image below to play the video.


The Sushi Plane campaign was developed at DDB Sydney by art director Adam Ledbury, copywriter Alex Stainton, managing partner Brent Annels, group business and project director Kristina Frost, senior business director (digital) Anna Kismet.

Also working on the campaign were Mango Communications (Tribal DDB) head of experiential Steve Fontanot, Mango experiential director Michael Ozard, Mango account director Larissa Best, Naked Communications senior communications strategist John Halpin, and OMD account director Katrina Jones.

Other Youth Marketing Activities

Sushi Plane is the latest instalment in a line-up of youth marketing activities from Telstra including:

  • Free Run – a fleet of free cabs let loose over weekends in Sydney and Melbourne as a little welcome surprise for young people enjoying a night out with friends and not having to pay for their cab ride home, thanks to Telstra.
  • Cabbie-Oke – combining a free cab ride with an awesome karaoke experience, Cabbie-Oke fast became a weekend highlight that youth in Sydney and Melbourne could share with friends via mobiles and online.
  • Partycatchers – a unique, VIP city-swap experience, whereby Telstra held simultaneous parties in Sydney and Melbourne, jam-packed with top Aussie bands, DJ’s and lots of extra surprises.