Telecommunications provider Chorus wants Kiwi consumers to better understand the differences between competing broadband technologies.
Chorus delivers fibre broadband to over 1.5 million households and businesses and in its latest campaign, it brings consumer transparency and education into sharp focus.
It shines a light on the potential drawbacks of wireless broadband, such as needing to share your broadband connection through a cell tower, signal fluctuations depending on environmental factors, and slower internet speeds during peak usage times.
Does your broadband slow down? Does it behave inconsistently during peak times? Are you sharing your internet connection with mobile phone users in the neighbourhood? Those are just some of the issues touched on in the fine print if you are on wireless broadband.
In contrast, fibre broadband offers a dedicated connection from the street to the premise – resulting in superior service. Regular industry reports, such as Measuring Broadband NZ (MBNZ) from the Commerce Commission, reveal through independent testing that fibre consistently outperforms fixed wireless in terms of reliability, speed, latency and consistency.
Not all broadbands are equal
“Competition is heating up in the broadband market and consumers are increasingly valuing quality broadband in our digitally connected world,” says Matthew Daunt, Brand Lead – Marketing at Chorus. “Our goal is to help consumers to make informed choices when it comes to choosing the right broadband option for their needs.”
“The problem is consumers may not know what trade-offs they’re making when choosing their broadband and many don’t realise that not all broadband technologies are created equal. We confidently back fibre over other technologies and want to see more Kiwis enjoy the benefits of this world-class technology,” adds Daunt.
Steve Cochran, Saatchi & Saatchi Chief Creative Officer says, “These days, most of us have become all too accustomed to skipping the fine print and signing up to services without knowing all the finer details. With confusion already being rife in the market around the different ways broadband technologies behave, we thought what better way to highlight the differences and limitations than by using the very words providers use in their fine print.”
The campaign will run across online TV, radio, OOH and digital display.
CREDITS:
Client: Chorus
Chorus – Head of Brand & Marketing: Karren Harker
Chorus – Brand Lead, Marketing: Mathew Daunt
Chorus – Digital Marketing Manager: Sam Collins
Chorus – Content Marketing Manager: Gerard Seth
Creative Agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Creative Director: Jordan Sky
Senior Art Director: Tim Yates
Senior Copywriter: Josh Stuart
Chief Strategy Officer: David McIndoe
Strategy Director: Brendan Greenwell
Group Business Director: Amanda Brittain
Business Director: Camille Coltman
Senior Business Manager: Arnav Giri
Executive Producer: Jane Mill
Junior Producer: Grace Roddick
Animation / Head of post-production: Tracy Powell
Senior Designer: Matt Alpass
Sound Company: Franklin Road
Media Agency: FCB Media
