Western Australia’s homegrown internet service provider, Pentanet, has unveiled its new brand campaign ‘Pentanet/Not’ a bold creative construct that redefines what great internet looks like. It is the first expression of the brand’s new platform ‘Nothing But Net’, a promise of the new standard for local connection.
Developed by 303 MullenLowe, with media strategy and planning by Match & Wood, the campaign flips the long-held perception that all ISPs are the same by contrasting PENTANET with PENTANOT – a creative direction built for longevity and distinctiveness.
303 MullenLowe chief strategy officer, Matt Oakley, said: “We needed to elevate Pentanet beyond the category’s war on price and give them something that could help create long-term brand resilience. Our new platform and tagline – ‘Nothing But Net’ – does just that, signalling Pentanet’s local expertise as a key differentiator. The first campaign playfully compares the painful reality of home internet provided by companies based outside of WA, and one who is on the doorstep of its customers.”
Pentanet chief marketing & experience officer, Nikki Atack, said: “PENTANET/NOT is a classic good-vs-evil narrative that brings our proudly Perth-born brand to life in a way that’s simple, flexible, and unmistakably ours. This campaign marks the next chapter for Pentanet, strengthening awareness, trust, and pride in what we do best: delivering ridiculously reliable internet, backed by local support that genuinely cares. And that’s where our new tagline comes in. ‘Nothing But Net’ is our promise to deliver the best possible experience for our customers, both online and in real life.”
Jodie Allen, group director, Match & Wood, said: “PENTANET/NOT gives us a distinctive, local-first platform to scale efficiently across WA. We’re pairing high-impact OOH with audio adjacency and BVOD/YouTube to reach Perth audiences in the moments that matter, building familiarity now so Pentanet is top-of-mind at switch time. It’s a confident statement from a proudly local challenger, and the channel plan is built to land it with consistency and punch.”
The launch spans across audio, out of home and screens, supported by social and search with expanded metro coverage through summer to maximise reach and consistency.
To extend the campaign beyond advertising, Pentanet also announced a new partnership with FRINGE WORLD 2026, introducing the Pentanet Fast Lane at The Pleasure Garden in Northbridge this summer.
“Partnering with FRINGE WORLD is our way of celebrating the creativity and local pride that make Perth such a great place to live, work, play, and connect,” Atack added.
FRINGE WORLD runs in Perth from January 21 – February 15.
