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.”
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)
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
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.
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…
Nothing here that has not already been covered in Orwell’s 1984,come to think of it, NBN may be equally out of date, but is it 84 or 48 ?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.
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).