NBN

Brand Campaign
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. Their purpose is 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.

NBN bring it on - Brand Identity
nbn Brand Identity style guide

NBN

Brand Campaign
Created for:
BWM Dentsu
Thanks to:
Production co.: Brilliant Films www.brilliantfilms.com.au
Post Production co.: Vandal www.vandal.sydney
Music & Sound: Squeak E. Clean Studios www.squeakeclean.com
Photography: Gary Sheppard www.garysheppard.com