NBN boosts TV spend, attempts brand message

5 May 2015

Advertiser: NBN Co
Creative Agency: BWM Dentsu Sydney

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NBN Co is significantly upweighting its TV spend with its first major campaign to talk about the benefits of better, faster national broadband.

It repositioned the brand in recent months as it looks to move away from being seen as a utility, to something that provides social and lifestyle benefits to Australians as it expands its footprint across the country.

BWM was appointed as NBN's lead creative agency in September last year, and at the time AdNews reported that it was planning a turnaround in the way it communicates what the brand stands for,

The campaign is directed at regional Australia and focusses on the benefits of faster broadband to education.
Chief customer officer, at NBN, John Simon, said: “Our purpose is to close the digital divide and enable greater participation in the digital economy. This campaign builds upon our new visual identity by demonstrating how better broadband can enable people to fulfil their potential.

“Getting people to think about the benefits of the NBN network is also intended to inspire families and businesses to connect. So the campaign really complements the marketing efforts of retail telecommunications companies that are selling NBN packages to consumers.”

He added that it's the first time TV has made sense for its advertising strategy because its rollout has reached national scale.

“The rollout is increasing. The number of homes that can connect to the network is increasing. And the rate at which people are getting connected is increasing. In fact, we’re connecting twice as many people each week as we were nine months ago.

“So it makes sense to add to our marketing roster a channel that uses a richer messaging, to drive people to connect and can help us to drive our marketing budget further.” Mr Simon said.


Creative and brand identity: BWM Dentsu
Production: Brilliant Films
Visual effects: Frame, Set & Match

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