AUSTAR Broadband - Turning a generic benefit into something sticky

AUSTAR is a communications and entertainment company that provides subscription TV, mobile phones and internet to regional Australia.
Agency: BMFAuthors: Christina Aventi and Jeremy Nicholas

AUSTAR Broadband – Turning a generic benefit into something sticky

Gold Award – Campaign for New Brand or Advertiser

Agency: BMF Client: Austar Communications Product: Austar Broadband

SYNOPSIS

AUSTAR Broadband is a story about how you can be fourth to market, have a fuzzy product and turn a generic benefit of 'Simplicity' into something sticky and compelling.

Key to this was the right articulation of the problem. It wasn't just that the Broadband category was complicated, it was incomprehensible, a foreign language. Most people needed a translator to...

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