Agency: BMF | Authors: 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...