Telstra Enterprise has over 2,000 marketing and sales staff across Australia, Asia, North America and Europe. The organization runs a multitude of monthly marketing and sales initiatives for its 2,000+ customers, with many campaigns shifting priority based on the company’s strategy, product evolutions in the fast expanding IT and T landscape. In the past, Telstra enterprise executives have used traditional methods to communicate with staff (ie. newsletters, email, talking head videos) but generating cut-through was always difficult. Given the expansive nature of Telstra Enterprise products and services, previous communication programs attempted to keep staff updated and often fell short in providing a single solution. 

MSQUARE worked closely with Telstra to design a whole new medium of corporate communications leveraging the familiar entertainment format most commonly known as the Primetime Talk Show. Referencing successful talk shows across it’s genre, MSQUARE proposed an interactive format that adopts similar themes from shows such as ‘The Tonight Show with Jay Leno’, ‘The Graham Norton Show’, ‘The Ellen DeGeneres Show’ and ‘Late Night with Conan O’Brien’. Titled ‘LIVEnterprise’ the entertainment-style, segment-based show is hosted by a personality who drives the show with guests from all across the business. Each live broadcast is hosted on an internal platform that integrates social media and allows the staff to interact with the guests in real-time. Each episode communicates key company objectives, while allotting time for live Q&A, polling and call-to-actions. One of the major value propositions for the business is that the live broadcast solution is an extremely effective, cost-efficient, sustainable solution for ongoing episodes. On the backend, the solution provides a means for tracking audience analytics and captures invaluable feedback from staff across the business.

The show continues to air quarterly and has recently surpassed its 30th episode, acquiring a blockbuster status and cult-like following across the organization due to its cut-through entertainment format. Episodes have combined entertainment with critical company information to connect with the audience in a personable way – this approach has resulted in promoting an inclusive company culture that resonates with employees across all levels. One of the most notable takeaways from the recurring show is that Telstra staff have noted that the show’s innovative format transcends a foundation of transparency and trust between staff and executives.