nbn is harnessing the ‘sound of silence’ in a new TV advertising campaign aimed at illustrating the emotional power of fast connectivity.
Premiering on TV screens last night in a number of metro and regional markets including Melbourne, Perth and Adelaide, the TVC depicts two hearing impaired long lost friends who are re-united and seemingly in the same room, sharing stories about old times.
The opening sequence of the 60 second commercial is voiceless, with the on-screen pair using sign language to communicate and sub-titles to let the viewer know what is being said.
As the camera pans out, it is revealed the women are actually in two different locations and communicating with one another via a high quality video call over the nbn™ network.
nbn Executive general manager marketing and community affairs Kent Heffernan said the campaign uses an emotive element to demonstrate the power of bringing Australians together via the nbn™ network.
“The advertisement is very relatable on a human level,” Heffernan said. “I think it reinforces the message that the nbn™ network has the ability to fundamentally impact on the lives of Australians in a positive way.”
Deaf Services Queensland acted as consultants for the campaign, which they said sends an important message.
“We are truly excited by the prospect of what the future holds with regards to the nbn™ network and how this technology can help resolve some of the communication barriers faced by people who are deaf,” spokeswoman Rachel Lai said.
Directed by Nic Finlayson, the TVC was created by production company Finch for ad agency BWM Dentsu. The campaign also includes press, digital banners and out of home advertising.
The new commercial comes on the back of two previous campaigns highlighting the educational and concurrency benefits of connecting to the nbn™ network.
The new campaign supports and complements retailer marketing efforts to drive early adoption of the nbn network as it rolls into new regions.
The re-launch of the nbn brand in May 2015 has played a key role in helping double the number of active end users on the network, from 485,615 to 1,098,634 in the past financial year.
“The repositioning of the brand last year and the focus on inspiring communications aims to bring more people to our retailer service providers as early as possible,” Heffernan said.