PROBLEM
The nbn™ is Australia’s largest-ever infrastructure project and, according to ABC News, a “national object of ridicule and source of intense frustration”.
Everyone loved to hate it.
But with 12 million homes and businesses now ready to connect, a rapid climb in the global download speed rankings (finally leaving the likes of Kazakhstan and Kosovo in the dust), and a stronger-than-expected showing during COVID, it was time for the nbn™ to shake off its past perceptions and prove it had changed.
SOLUTION
We condensed more than a decade of policy, politics, and PR into three simple words: ‘Made For More’.
Highlighting three core network evolutions (more speed, more fibre upgrades, and more regional support), Made For More gave the nbn™ a confident statement the entire organisation could rally behind.
The re-launch campaign featured pixelated cows, geo-stationary satellites, and gamer teleportation (not to mention a diverse cast of Australians enjoying more of everything the nbn™ has to offer).
Made For More is the best-performing nbn™ campaign ever created, with an all-time high positive sentiment and an all-time low negative sentiment.