nbn Launches National Marketing Campaign As Rollout Scales Up

A new integrated national marketing campaign from nbn™ launches this month, as the company is on track to roll out to almost half of the country by June 2017.

The campaign introduces us to “gen nbn™” and focuses on a connected Australia, highlighting how advancements in technology and nationwide access to fast broadband will transform all aspects of the Aussie way of life.

The creative brings to life how access to the nbn™ network will see the nation benefit from increased business opportunities, flexible-working arrangements as well as new healthcare and education services.

The campaign will launch on Australia Day, leading with a 60-second TVC where “gen nbn™” is seen deploying the latest agricultural technology, enhancing remote learning opportunities and enabling local business to expand into global markets. The creative will also extend into press, targeted digital and social media, and is supported by large and small outdoor advertising placements.

Kent Heffernan, executive general manager for brand and marketing at nbn™, said the focus of the first national advertising campaign was developed to align with the planned scaling of the network’s rollout in 2017 into new markets.

“We have reached a tipping point where 3.8 million Australian homes and businesses can access the nbn™ network, and more than 1.6 million are connected,” he said.

“We have built enough of a footprint now that mass communication on a national scale is the most efficient and effective way for the company to reach our target market.

“The campaign we’ve launched this week reflects the evolution of the nbn™ brand and our shift towards urban markets for the first time, including Sydney, Melbourne and Brisbane. Moving into these new metro markets we wanted the creative to speak to nbn™ as a visionary brand by showcasing the possibilities fast broadband will bring all Australians.

“National rollout messaging and metro-focused marketing strategies will help ensure everyone understands not only why to switch over to the nbn™ network, but when, how, and the benefits it can bring.”

Asheen Naidu, executive creative director of BWM Dentsu Sydney, said the agency was incredibly excited and proud to be part of such an important project for the future of Australia.

“I think this campaign will really give people a better understanding of the how the nbn™ network can redefine every Australian, regardless of their age, profession or location,” he said.

CREDITS

Client: nbn

Creative agency: BWM Dentsu

Group chief creative officer: Rob Belgiovane

Executive creative director: Asheen Naidu

Creative directors: Jon Foye and Denny Handlin

Managing director: Alex Carr

Client service director: Brent Kerby

Senior account director: Andrew Henderson

Senior print producer: Simon Holdaway

Production company: Goodoil Films

Director: JH Beetge

Media agency: UM

PR and social media: One Green Bean

1:1 and direct communications: Lavender

Web platform design: Adrenalin

Retail strategy: Paragon Design Group

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