Internet market disruptor MyRepublic is Australians to rise up and demand the same ultra-fast internet speeds their compatriots in New Zealand and Singapore have access to in a brave new campaign.
A collaboration with Campaign Edge, the ‘Gigatown’ campaign will see one Australian community winning a free MyRepublic internet service that is up to 40 times faster than normal nbn speeds for its digital citizens and businesses for a whole year.
To be in the running, Australians are invited to say why speeds of up to 1Gbps s are important to them. In addition to lighting up one town with ultra-fast speeds from July, MyRepublic will reward two individual winners with a premium Sony prize pack, which includes a PlayStation 4 Pro, a PlayStation VR, a Sony 49-inch 4K HDR TV, and a Sony 5.1ch Home Cinema System with Bluetooth.
The campaign breaks this week with a TVC running on Foxtel, content across digital channels, direct mail and a PR campaign delivered by MyRepublic’s agency partners, Havas Media (TV), Reef Digital Agency (digital) and Red Agency (PR).
MyRepublic’s head of marketing, Bridget Devlin, said the eye-catching campaign will continue to disrupt the well-established, crowded internet market, and get people talking.
“This campaign challenges the view that Australians don’t want or need ultra-fast internet speeds and supports our goal of giving one community the opportunity showcase the difference a 1Gbps service can make,” she said.
Campaign Edge managing director Stuart Gillies said: “When MyRepublic wanted to create a campaign that challenged the view that Australian’s didn’t want ultra-fast broadband speeds like Singapore and New Zealand, we jumped on board and ‘Gigatown’ was born. Affordable 1Gbps speeds for your town? I only wish I was allowed to enter.