Telus

In partnership with Twitch and the DOTA Internationals, I created a campaign to engage, excite, and inform gamers of the possibilities of TELUS’ superfast PureFibre Broadband. Speaking gamer to gamer, I highlighted the importance of minimum latency and maximum responsiveness.

Time to play

Brief

Engage gamers watching the DOTA Internationals with great quality and engaging content, promoting the latest high-speed internet offering.

Insight

To gamers, milliseconds matter. Lag is a dirty word and any sign of latency issues is the number 1 pain point for online gaming. PureFibre is the solution, but most gamers are already no doubt aware of its capabilities. Rather than simply show off the facts, why not test those watching DOTA and see whether they truly have the reactions required to go pro?
Time to play

Concept

For every concept, our goal was to inform gamers of the fact that TELUS gets it. That they know what it takes for a successful and enjoyable online gaming experience. As such, tapping into the competitive spirit of gamers was a core objective.

This grew into 3 separate interactive activities to be displayed as part of a 3-day Twitch homepage takeover.
Telus centre
Telus symmetery
Telus data
Telus truck

Execution

Milliseconds matter, especially to gamers. Reaction times are intrinsically linked to response times from your internet provider. Without one, the other is useless. As such, we developed a series of small minigames to test your reactions - all while watching the best DOTA players in the world test theirs.
Telus twitch
Telus twitch
Telus twitch

Click

Simple game, massive competition. Put simply, how many times can you click in the space of a second? The office top score was 13, but once we put it out to the community we saw a huge range of results. All broken down into the most common scores and the milliseconds it took.

Oh, and in the spirit of gaming tradition, we even included a great little Easter Egg for anyone trying to rig the results...
Telus click

React

The average human reaction time is 289ms. Let’s see how well gamers fared. Another simple execution that resulted in many, many attempts to try and get the best possible result.
Telus react

Timeline

This interactive timeline flies by at the speed of, well, time. How many amazing things happen in the space of a second? Specifically 1000ms. By filling the timeline with information about both DOTA and real-world split-second events, we again raised the importance of speed.
Telus timeline

Credits

Art direction: Sam Richardson
Copywriter: Jarred Powell
Agency: &Partnership