Burnt toast used to be enough.

Like I needed another reminder... this year Telstra is capitalizing that guilt ridden time of the year for those among us too busy to make a special visit on Mother's Day.

A nice way to ramp up activity and get the brand to top of mind during tight times via family communication. Telstra launched callmum.net which is supported by an On and Off line ad promotion over the last few weeks (i.e. TVC, Major web portals, Facebook, and a Nova Promo - willing to bet there's print which I haven't yet seen).

One very simple site with some basic toys that I think older kids may find interesting including; free SMS, 'How To' downloads, Wallpapers, TVC's etc. The message "call mum" appears to be directed towards the kids, but now staying at home til we're 40 the sentiment has a stronger connection with older parent's who know it "all too well."

While it's a nice foray with an integrated digital campaign I would have liked to seen the "Guilt your sibling" tactic executed a little more creatively, and a little less corporate - could have been a cracker of an idea.

Not to be completely outdone 3 Mobile also launched a campaign to existing customers offering a discounted offer on a phone for your mum - nothing say's I love you more then a 24 month contract.

I remember when burnt toast and ridiculously strong coffee was enough. Alas.


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