As Australia’s leading Internet Service Provider, BigPond’s advertising focus had been on:•Traditional consumer insights•Product benefits of speed and coverageNow as the category matures and consumer needs become more sophisticated, BigPond has the ultimate goal of becoming a hub of entertainment for:•Music•Movies•Games•SportIn 2006 BigPond expanded its traditional “family” target to include a more internet-savvy audience with a new campaign: “On Demand”.

The campaign was detonated across a multitude of consumer touch points simultaneously:•TV advertising, featuring rocker Tommy Lee•Live “Band On Demand” events, where consumers voted online or by SMS for which bands would play in city CBD’s that day – a world first which gained huge media attention and PR.•“Entertainment Sheds” at live events where audiences could interact with BigPond content.Another first – media on demand – let TV Channel 10 viewers choose: •Friday Night Movies•Sports and music videos.•Online micro sites and virals.•Press, street posters and in-store flyers.•Digital and traditional direct marketing.•DVD samplers.