The Power of Belonging

In 2009 BigPond Broadband targeted Australian families with children with a campaign that helped drive category penetration to near saturation.

The Power of Belonging

Agency Belgiovane Williams MackayAdvertiser Telstra (BigPond)Author Jamie Mackay, Darrell Tiemens, Sarah McDonald, Natasha Marsh, David SchneiderTotal Campaign Expenditure $10 - 20 million over five years

The story of Telstra Bigpond is one of ongoing emotional engagement, within a category cluttered with competitors offering little more than price deals or ‘bytes for bucks'. In the period 2005 to 2009 BigPond advertising was established as the best loved in the country*, driving early adoption of the category, providing a mainstream reason to provide the internet in-home, communicating national wireless access, and...

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