Partnering with Fringe World.
Western Australia internet service provider Pentanet is redefining what good internet looks like in a campaign via 303 MullenLowe.
“We needed to elevate Pentanet beyond the category's war on price and give them something that could help create long-term brand resilience,” said 303 MullenLowe chief strategy officer Matt Oakley.
“Our new platform and tagline - 'Nothing But Net' - does just that, signalling Pentanet's local expertise as a key differentiator.
“The first campaign playfully compares the painful reality of home internet provided by companies based outside of WA, and one who is on the doorstep of its customers.”
Pentanet has also partnered with FRINGE WORLD 2026, introducing the Pentanet Fast Lane at The Pleasure Garden in Northbridge this summer.
“PENTANET/NOT is a classic good-vs-evil narrative that brings our proudly Perth-born brand to life in a way that’s simple, flexible, and unmistakably ours,” said Pentanet chief marketing & experience officer, Nikki Atack.
“This campaign marks the next chapter for Pentanet, strengthening awareness, trust, and pride in what we do best: delivering ridiculously reliable internet, backed by local support that genuinely cares.
“And that’s where our new tagline comes in. ‘Nothing But Net’ is our promise to deliver the best possible experience for our customers, both online and in real life.”
“Partnering with FRINGE WORLD is our way of celebrating the creativity and local pride that make Perth such a great place to live, work, play, and connect."
The launch spans across audio, out of home and screens, supported by social and search with expanded metro coverage through summer.
“PENTANET/NOT gives us a distinctive, local-first platform to scale efficiently across WA,” said Match & Wood group director, Jodie Allen.
“We’re pairing high-impact OOH with audio adjacency and BVOD/YouTube to reach Perth audiences in the moments that matter, building familiarity now so Pentanet is top-of-mind at switch time.
“It’s a confident statement from a proudly local challenger, and the channel plan is built to land it with consistency and punch.”
Credits
Creative Agency: 303 MullenLowe
Media Agency: Match & Wood
Client: Pentanet
CMXO: Nikki Atack
Marketing Manager: Christian Polson-Brown
