Broadband company Internode pokes fun at Telstra BigPond’s blue Kombi van
National broadband company Internode has launched a cheeky outdoor campaign featuring a blue Kombi van which bares a striking similarity to the one featured in Telstra BigPond’s “I’ve been everywhere man” ads.
The privately-owned broadband company said it is aiming to attract “disenchanted” BigPond broadband customers.
The outdoor ads, created by Adelaide agency JAM and media planner Starcom, will run on 29 billboards in Sydney and 10 in Adelaide and focuses on its Internode Easy Broadband home ADSL service.
The creative executions carry the taglines: “Are you being taken for a ride?” or “If you’ve been everywhere man, it’s probably time for an upgrade”.
Tom McQueen, Internode media manager, said the agency was briefed to create a campaign targeting “BigPond refugees”.
“The idea behind these ads is to communicate with BigPond customers in areas where they live and travel, and to make them question the value they get from BigPond,” McQueen said.
“BigPond has more than two million broadband customers and it’s losing more customers each week than it gains. We think these slightly cheeky ads will help raise awareness of the Internode brand among our target market and position us as a real alternative to BigPond.”
It is the first above-the-line ad campaign for the 19-year-old Adelaide-based broadband company.
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Superb. I especially like the “If you’ve been everywhere man” print ad.
Why DO so many people go with Bigpond for their broadband ? What’s the harm in a little research. Google tells no lies. Ahem.
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Looks like Internode are lacking in ideas and have a weak sales pitch
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Top stuff! Well done Internode, clever advertising has worked a treat for iiNet as well, but nice to see Internode going straight for Big Pond’s throat and playing off Big Pond’s own successful branding campaign!
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@OZ
Because as soon as you go 1hr out of any city you realise how good the Next G Network is and how important the NBN is for this country.
After buying my first house on the coast to then find out that my house was not serviced by Cable or ADSL – yes, more important than clean water (the real estate agent lied to me – and the iiNet pre-check said I could have ADSL which I can’t) I was completely gutted. More disturbed when I found out the neighbours kids don’t have Internet access. So I let them share my 10GB / $130 month!!
Until we have the NBN to force some competition, then the prices will remain high and I don’t see Internode doing anything regionally. I also think we’ll continue to see a greater city/regional digital divide as most ‘working families’ aren’t going to pay the $100 per month for a decent connection (which should be a basic right!).
So great ad, but realistically Telstra are the only ones delivering Internet in a field in the middle of no-where.
CK
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Internode has been a great supporter of regional Australia. Tasmania had some severe problems with the Telstra-monopoly Bass Strait cable over the past few years and Internode stuck it out on a non-profitable route.
They actually DO care about customers. I wish Internode all the best.
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@Chris K – thanks for an insight into regional Australia. Good to know. Interesting.
Real estate agents lying. Never !
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@Chris K It seems the ads. are targeting Bipgond ADSL subscribers who would be able to change to a company like Internode for their ADSL connection not mobile broadband. If you compare the upload/download limits of the 2 companies it’s obvious that Bigpond ADSL subscribers are paying a lot more, the cheapest comparison to Internode’s Easy Broadband package is twice the price with Bigpond.
I guess most Bigpond ADSL subscribers have had a fixed line phone with Telstra for over 20 years.
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I really like it. I hope it reaches the older generation who think there is no alternative to Bigpond.
Sorry, can’t resist…
“which bares a striking similarity”…..
*bears
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A great insight. If there’s one things that’s harder to find than a good idea these days, it’s a satisfied BigPond customer.
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I’m not convinced Internode plan to have Bigpond customers Google the company is sound.
Why not steer them to their own URL (such as get.on.net) or a phone number to sign up (which many Bigpond customers are likely comfortable using../stereotype)
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Lame but funny. They should have a shot at the sad Optus animals too.
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If that’s an outdoor ad can anyone read the offer?
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Funny, using the VW to think big?
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@Sol. Too funny. Great comment.
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Why r they using bigpond wireless assets to talk about fixed? Lame
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Yep, not saying it wont work, but i would love to see the agency come up with something original and positive. lazy advertising in my mind
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that’s a potent image, especially for Lost fans.
from the first time I saw Telstra’s Combi adverts, I thought — this is ripe for picking by ChasersWOE or their ilk, but they apparently didn’t see the hilarious potential of an ancient rusting bobsled, with a burnt-out lawn-mower engine and no steering, slowly putt-putting up hills and flying uncontrollably down them, along winding country roads, finally crashing and sinking in a Big Pond?.
the key problem with marketing to BigPond customers, (those who aren’t miserable shareholders, corporate customers or regionally constrained), too many BigPond users still don’t know what a ‘Gigabyte’ is, or be bothered looking beyond the end of their nose for a better deal elsewhere.
Chris K. made a good point about people forced to use BigPond, unfortunately things will get worse before they get better — BigPond continues to roll out broadband in more and more new housing estates, with secret exclusivity contracts to all the future residents. the developers are paid to restrict competition in the estate so people moving into the area can’t connect with any other company. most new estates are out of the reach of wireless — so until the NBN arrives to rescue them, millions more will be trapped under the wicked cloven hoof of the beast.
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Maybe a campaign highlighting the similarities between BigPond and Kombis always breaking down would be another angle.
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@ Sol: Not that funny a comment. Clever ad, methinks.
@ magic monkey: Thanks for bringing up the point re: BigPond broadband in new residential communities to limit competition.
Anyone seeking an Internet plan, DO your research. Check out whirlpool.net.au. I’m with Optus and have had enough of their crap so am moving very, very soon.
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