NBN Launches Fresh Attempt To Drive Subscriptions In New Campaign

NBN Launches Fresh Attempt To Drive Subscriptions In New Campaign
SHARE
THIS



You’ve got to hand it to them, despite all the critics and conundrums, the National Broadband Network doesn’t give up easy.

And now it’s rolled out a new campaign with the not-quite-as-catchy-as-it-could-be title of Internet Uninterrupted, across TV, print, radio and online to help drive subscriber numbers as it drops into more neighbourhoods.

NBN is attempting to step up its marketing efforts after launching its first television ad back in May, and took to free-to-air on Sunday night, along with nabbing some space on radio, digital and even in newspapers.

The campaign is largely targeted on regional areas that already have access to NBN, or will have it within the next 12 months, so think places like Dubbo, Wagga Wagga, Bundaberg and Prospect.

And while you’d think NBN really needs all the help it can get, NBN admitted its marketing budget was modest when compared to providers like Telstra or Optus.

Media buying agency UM Australia is helping out too, and will be using data on the channels, time of day and publications that the ads work best on to ensure the campaign doesn’t flop.

“It’s not a national campaign that everyone is going to see, but certainly in those areas that are ready, they’ll definitely be seeing the ad come to life,” NBN executive general manager for brand and marketing Kent Heffernan told Fairfax.

“We’ve got peak, but also quite a bit of off-peak, because we’re targeting different segments of the market, different demographics. It’s not just something for businesses, or families, it spans every age group and life stage.”

Heffernan said NBN’s first television campaign has been successful in driving subscriber numbers, with 227,426 additional end users added since the previous advertisement launched in May, taking total numbers to 648,385 at the end of October.

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]