nbn unveils first advertising campaign since recent brand repositioning via BWM Dentsu
nbn has unveiled its first advertising campaign since the company’s recent brand repositioning. The campaign, via BWM Dentsu, Sydney, which includes TV, comes on the back of an expanding rollout footprint and an increase in both the number and rate of people connecting to the nbn network.
Directed at regional Australia, the campaign seeks to promote greater understanding of the benefits nbn network can bring. It is built around one of the key ways individuals, families and the nation can benefit from fast broadband – education.
Chief Customer Officer, nbn, John Simon, said the new visual identity moved nbn from being portrayed purely as a utility function to a visionary brand that is delivering positive benefits for all Australians: “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.”
Simon said the expansion of the nbn network rollout had made television an effective marketing channel for the company for the first time: “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.”
Rob Belgiovane, BWM Denstu’s Group Chief Creative Officer, said: “We started by looking internally at nbn to develop the brand direction. From there, the visual identity and campaign were developed so the direction was clear from the beginning. We are excited to show Australians the new identity over the coming weeks
nbn worked with creative agency BWM Dentsu to develop both the core brand identity and the new television commercial. The commercial was produced by Brilliant Films, with visual effects by Frame, Set & Match.
18 Comments
Welcome to the internet. it has information on it.
what was the strategy? sell the internet? magic.
Who’s idea was it rip off of the Game Of Thrones theme?
Ad people!! My God!!!
Looks good.
Brilliant stuff, Brilliant Films.
Wasn’t this pitch nearly three years ago?
Who says it takes the NBN ages to get round to doing anything!
I like the agency’s new direction. It’s more fun and have less of a “government” feel than the previous ads.
I like this idea. At least it’s not spoon fed like we’re all idiots.
Seriously??? This tells me absolutely nothing. Except that you can do stuff with the innernet.
I call it the “internet”
Er, yeah… but what about helping solve the real problem -that the Australian public have been implicitly told by the government that NBN isn’t worth investing in and is therefore worthless?
That’s tax payer’s money. Wrong.
Not worth it? Really?
Liberal didn’t get my vote, but this ad does.
slightly smells like
https://www.youtube.com/watch?v=XyP1eQ0avew
which smells a lot like
http://www.bestadsontv.com/ad/70035/Optus-Yes
Oh good, so it’s not only me then.
No credits? Wonder why?
What a missed opportunity to create something innovative and groundbreaking just like the NBN… oh right.