The Ping // nbn®

Gamers are tough on nbn. But they like to think of themselves as firm but fair. So when nbn approached us to figure out how to talk to gamers better, we suggested creating legit resources that answer their frequent questions. Visually strange resources that we could clip up for TikTok search from a much longer set of episodes.

My thinking was that if we made sure to trickle gaming Easter eggs throughout the series and tried our absolute asses off to make this feel like it was made with a bit of actual love - that they'd hate nbn less.

We netted out with the highest positive sentiment rating that nbn has ever received for a campaign (84%) - but I think the real win was how many times the cut downs were bookmarked and shared as direct messages on TikTok.