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NBN goes for emotional pull in bid to demonstrate the power of broadband network

The National Broadband Network (NBN) is looking to demonstrate the power of fast connectivity through a TV campaign in which two friends communicate using sign language.

The ‘sound of silence’ ad, created by production company Finch for ad agency BWM Dentsu, follows the new direction launched by NBN last year after it ditched its positioning and branding amid concerns it was discouraging people from taking up NBN services.

NBN executive general manager marketing and community affairs, Kent Heffernan, said the new marketing push uses an emotive element to promote the power of the network.

“The advertisement is very relatable on a human level,” he 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.”

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 network. Its previous strategy, which focused on the functionality of the network, was deemed uninspiring and inaccessible.

NBN said the rebranding has helped it double the number of active users from 485,615 to more than one million in the past financial year.

“The repositioning of the brand and the focus on inspiring communications aims to bring more people to our retailer service providers as early as possible,” Heffernan said.

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