Overview
The relaunch / repositioning of the Australian NBN was required after research revealed its marketing focus on functionality was a big turn off for consumers who regarded it as uninspiring and inaccessible. A new strategy saw the network take a more imaginative approach to its marketing, with a new positioning, new branding and TV featuring for the first time. The brand purpose was to close the digital divide and enable greater participation in the digital economy.
Bring it on
Bring it on
The Solution
Firstly, a new brand architecture and visual identity was created. This was applied throughout the entire organisation and then taken through to a new brand campaign. The campaign was developed to connect more emotionally with viewers, to put a human touch on an otherwise very techie and clinical brand. The campaign was executed across outdoor, press, tv and digital.
