NBN Launches Fresh Attempt To Drive Subscriptions In New Campaign

NBN Launches Fresh Attempt To Drive Subscriptions In New Campaign
B&T Magazine
By B&T Magazine



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.




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