Nbn focuses on Gen Y

25 January 2017

Creative Agency: BWM Dentsu Sydney

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Australia's Broadband Network connects to younger audience.

A national marketing campaign from nbn is rolling out on Australia Day which specifically targets a younger, future-focused demographic. Partnering with BWM Dentsu, the campaign, titled 'gen nbn', repositions itself as a source of innnovation, as opposed to simply a family service.

The 60-second spot appeals to startup owners, young parents working from home, students and the children of Australia. Highly controversial for its archaic structure, the nbn's futuristic campaign firmly positions the service at the forefront of technological development in Australia.

Nbn's GM for brand marketing, Kent Heffernan, says that the campaign “reflects the evolution of the nbn... showcasing the possibilities fast broadband will bring to all Australians.”

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