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NBN unveils first TV ad as BWM Dentsu creative aims to shed ‘boring’ image of network

The National Broadband Network has unveiled its first TV campaign as the organisation strives to become known as a “visionary” brand which inspires, rather than one which bores people.

The move into TV follows a repositioning of NBN after research revealed its marketing focus on functionality was a big turn off for consumers who regarded it as uninspiring and inaccessible.

The new strategy, created by BWM Dentsu, has seen the network take a more imaginative approach to its marketing, with TV featuring for the first time.

The 45 second commercial, featuring a girl who clambers on to the back of a giant ladybird, is aimed at regional Australia and aims to highlight the educational benefits of a fast broadband network.

Chief customer officer John Simon said NBN wanted to shift its image from being regarded as a “utility function” to one regarded as visionary and inspiring.

“Our purpose is to close the digital divide and enable greater participation in the digital economy,” he said. “This campaign builds upon our new visual identity by demonstrating how better broadband can enable people to fulfil their potential.

“Getting people to think about the benefits of the NBN is also intended to inspire families and businesses to connect. So the campaign really complements the marketing efforts of retail telecommunications companies that are selling NBN packages to consumers.”

The new logo

Simon said TV was now an “effective marketing channel” given the expanding footprint in both the number and rate of people connecting to the network.

“The rollout is increasing,” he said. “The number of homes that can connect to the network is increasing. And the rate at which people are getting connected is increasing. In fact, we’re connecting twice as many people each week as we were nine months ago.

“So it makes sense to add to our marketing roster a channel that uses a richer messaging, to drive people to connect and can help us to drive our marketing budget further.”

NBN executive general manager of brand and insights Kent Heffernan admitted to Mumbrella last month that the brand had been perceived as “boring”.

“When we did a lot of research and asked Australians how they perceived the NBN brand we were seen as probably not-accessible, a little bit boring and could be a lot more desirable,” he said.

“We have been wrestling with the whole idea of do we need a prominent brand knowing we’re a wholesale organisation, or really can we continue as a project as we are at the moment. We believe that new brand positioning, visual identity and new brand strategy can really optimise and make all of our communications moving forward more efficient.”

Credits

Creative: BWM Dentsu

Media: UM Australia

Production: Brilliant Films

Visual effects: Frame, Set & Match

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