"Although some average songs make it to the top of the charts, some great ones never get the recognition they deserve. To reconnect with young consumers, Telstra decided to give one underrated song a second chance. Four famous music acts kicked things off with their versions of the song and rallied the public to help. We received more than 200 covers in just three weeks. The public voted for their favorite, and EMI Music professionally recorded the winning version. The campaign generated more than 3.2 million views and made young music fans 77 percent  more likely to consider using Telstra."