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.
https://www.youtube.com/watch?v=YsAgOnJ__wM
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.
When it becomes available in my area in October, im getting the fastest (100mpbs) plan possible. Why would you not go for the fastest plan? it makes no sense to me, for only a little extra you can get the best speeds that will help boost your productivity.
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That’s if you can get that speed. Most likely you will get fttn so unless you are around 100m or less from the node, and the quality of your copper between you and the node is sufficient, then you won’t be able to get that speed even if you are paying for it. Good luck.
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Travis, I couldn’t agree more with you.
Which begs the question why our now PM opted for FTTN then existing copper rather than FTTP.
Penny wise pound foolish.
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As was said loudly on Gruen last Wednesday night – ‘You can’t sell the magic until you’ve nailed the competence’.
The truth is that someone living in a rural setting, as shown in this ad, is unlikely to be able to connect this effectively while live streaming. #buffer
The small disclaimer at the end of this ad seems to show even NBN don’t believe the message they are trying to sell –
“Experiences depend on network technology, your equipment and arrangements with your service provider. Satellite customers may experience latency.’
The sub-standard state of Australia’s broadband and digital connectivity will have a major and profound impact on our industry – and is an issue we should all have on our radar…
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That is video trickery with editing and a HD camera. video conferencing is finished now with the faulty copper NBN. The Liberals trashed it all.
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Their faulty copper ADSL revamps is so unsellable they have to resort to scamming people. With their scammmy superfast copper.
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