NBN launches Australia Day campaign celebrating ‘Gen NBN’
The National Broadband Network (NBN) is set to launch its first national advertising campaign tomorrow, using Australia Day to show how the service will transform the Australian way of life.
The NBN has launched its first truly national campaign.
The campaign has been designed to reflect the arrival of the NBN in urban markets for the first time after a period of roll-outs in regional areas.
Developed by BWM Dentsu, the ads open with a voiceover: “We’re leaving our generation to join one that’s moving us forward.”
Filled with cinematic imagery, the ads take viewers on a journey across the Australian landscape, mixing images of business, education and recreation with futuristic settings.
“Where our garage business can go global. Where knowledge isn’t limited by time or space. And anyone can change the world from anywhere.”
Backed with a string orchestra that reaches a crescendo, the ads also promote how “we can keep our big city job without the big city”.
Packed with holograms, exploding stars and robots, the ad ends with a group of children climbing a chain-link fence to witness the launch of an NBN satellite.
“It’s time for a new generation. It’s time for Gen NBN,” the ad finishes.
NBN’s general manager for branding and marketing, Kent Heffernan, said the decision to move to a national campaign was an important step in the life of the controversial government initiative which has been a political football since it was first proposed under the Rudd Labor government.
“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,” Heffernan 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.”
He said the message for metro markets needed to “reflect the evolution” of the NBN brand.
“Moving into these new metro markets we wanted the creative to speak to NBN as a visionary brand by showcasing the possibilities that fast broadband will bring all Australians. National roll-out 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.”
BWM Dentsu creative director, Asheen Naidu, said the campaign aimed to deliver a big message.
“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,” Naidoo said.
Credits:
- Client: NBN
- Creative Agency: BWM Dentsu
- Group Chief Creative Officer: Rob Belgiovane
- Executive Creative Director: Asheen Naidu
- Creative Directors: Jon Foye & 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 & direct communications: Lavender
- Web platform Design: Adrenalin
- Retail strategy: Paragon Design Group
It’s not a bad piece of work. I like the idea of gen nbn – it feels like it nicely gets across the sense of progress.
The only real shame is the mess the government made of the nbn in the first place. The product may not live up to the expectations the brand is selling. (Though admittedly even half-assed nbn would be better than the shit I get from TPG right now)
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Might it not be a better marketing strategy to start with the first of the “four p’s” – product? GenY won’t be taken in by some feel-good promo. Like everyone else, they’ll expect 21st Century fast broadband. Not something cobbled together with ageing copper wires.
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Again NBN?
Like the ad released earlier in the week NBN’s service shown in the ad is far (far) from reality.
Take a look at real customer comments on the NBN Facebook page – https://www.facebook.com/nbnaustralia/ – and on Twitter through #nbn for a reality check – https://twitter.com/hashtag/nbn?src=hash
As I mentioned the other day – at what point should an agency be saying to its client – ‘Hey – this is not a good idea’?
We do our industry no favours by producing clearly false advertising such as this…
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Nothing here that has not already been covered in Orwell’s 1984,come to think of it, NBN may be equally out of date, but is it 84 or 48 ?
We already have news speak and no news and fake news, we have hackers controlling world events, protest groups showing unprecedented strength and media coverage, that results in highlighting their weakness, and the successful removal of good will billboards by anonymous death threats. We are truly well beyond Orwell.
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For all the plaudits this ad is receiving, the claims are akin to the Iraqi Information Minister. Nobody who understands this stuff is falling for it. It’s a massive massive waste of money. Virtually none of those applications or demonstrations will be possible even when the nbnTM network is built (If it even gets built).
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I am getting 93Mbps download and 34Mbps upload with TPG’s FTTB. NBN is available with same speeds (100Mbps) but cost per month is double TPG’s.
NBN is a joke
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