nbn Co: Revitalising a brand from the inside out

This case study details how the nbn, a national open-access data network, increased media presence and consumer activations in the Australian market.

NBN Co: Revitalising a brand from the inside out

Moensie Rossier, Megan HalesBWM Dentsu

The Problem

The nbn™ network is the most comprehensive and largest infrastructure project in Australia, built to connect the entire nation and activate eight million homes and businesses by 2020. It was born from an inspiring vision to help bridge the digital divide and ensure all Australians have access to fast broadband.

However, following the 2013 federal election, the nbn underwent a series of government and organisational changes, which influenced media and public perceptions. Attitudes to the nbnnow varied...

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