Telstra Corporation Limited
Interactive Annual Report 2014

Telstra is Australia’s leading telecommunications and information services provider delivering 16.4 million mobile services, 7.4 million fixed voice services and 3 million retail fixed broadband services.

The Challenge

A long term Interactive Investor client, Telstra has 1.4 million shareholders and millions more investing through superannuation funds. Telstra’s objective is to communicate their investment story in a concise, consistent and compelling way to their diverse stakeholder audience.

The Strategy

We formulated a customised IR-Beyond™ solution for Telstra’s interactive Annual Report. The digital execution dovetailed with the print version and was designed to be responsive (accessible across all devices) in line with Telstra’s corporate messaging, brand guidelines and investor behaviour.

The Results

The Interactive Annual Report delivered a 343.2% increase in usage and a six-fold increase in returning visitors. Telstra’s investor experience was optimised ensuring that all stakeholders could access information quickly and easily. By measuring real-time feedback, Telstra obtained a deeper understanding of their investors’ behaviour and interests through detailed analytics.