Launch of Wireless Broadband Solution

Spectrum launched Telstra BigPond's Wireless Broadband solution in a highly competitive market. There was existing media speculation about the product's features and launch date, and the challenge for Spectrum was to differentiate the solution from other portable devices. BigPond also wanted to create awareness, desirability and momentum around the BigPond brand and its premium offerings.

The BigPond Wireless Broadband media launch was staged in a uniquely created park area and media marquee at Martin Place in Sydney. Over 50 journalists attended from both the technology and consumer markets. The event execution was seamless and feedback from media on the day and in the week following was highly complimentary.

Peter Blasina, Channel Seven - Sunrise also aired the launch, reaching an estimated audience of more than 600,000 Australians, and ABC TV covered the story in its midday and nightly news.