As corporate sponsor of The Australian Financial Review's (AFR) budget wrap-around, Telstra commissioned Spectrum to raise awareness of the Telstra Mobility Solutions Program with customers, Telstra staff and sales teams.

Seventeen promotional teams were transformed into 'Telstra Mobile Butlers' holding silver trays of fresh blackberries, BlackBerry devices and copies of the AFR budget wrap. Support staff armed with fliers, gifts and copies of the AFR were also involved. The teams were located in business and public thoroughfares, train stations, street locations, cafes and business parks in Sydney, Melbourne and Canberra on the morning following the government's budget announcement.

Each team promoted the Mobility Solutions web site, BlackBerry units and corporate messaging by inviting passing pedestrians to a two-tiered competition targeting consumers and business users. The competitions ran for a two-week period and attracted over 2,800 entries, with 12 competition winners. Entrants in the consumer SMS competition had their details captured for market analysis and campaign evaluation.

Over 400 enterprise leads resulted from the online business competition, 'mobility ratings' questionnaire and onsite advisors stationed with each Blackberry unit. Also, sales of the BlackBerry unit in Telstra shops rose significantly as a direct result.