Size matters at iiNet – introducing the new number two campaign
04 February 2011: iiNet has launched its biggest advertising campaign ever to celebrate its position as the new number two DSL broadband service provider in Australia.
The campaign, created by brand communications company Meerkats, kicks off on 6 February and combines three different TVCs with a series of press, radio, outdoor (billboard, cycad, hellibanner, bus sides) and online advertisements and interactions designed to enforce iiNet's new position while reflecting the brands fun and outgoing nature.
Matthew Dunstan, General Manager Retail at iiNet, said a series of market research sessions in the key markets of Sydney, Melbourne and Perth identified that iiNet's significant size and credibility was relatively unknown.
"We are really proud of our number two position in DSL broadband. It's a massive achievement and we want people to know that we are a big, safe and reliable ISP that continues to deliver great customer service and innovative products," Mr Dunstan said.
"We have had a lot of fun with this campaign. With the return of our brand icon, Finn, we have been able to create something that will make people laugh while enforcing the message that we are serious about what we do.
"Our integrated approach of combining TVCs with a range of other mediums is designed for maximum impact, especially with the introduction of hellibanners and cycads. It's by far our biggest campaign yet."
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