BAM's solution for Townsville Internet focused on combining in-person channels to leverage the locality of the business & paid ads to reach a sizeable amount of the target market. With stalls at local events, including council-run event & markets, we were able to connect with customers directly. The paid ads were used to reach as many people as possible, and we got the offer seen by more than 28,000 locals. A core driver of this was our strategic approach to the ad creation, we made ads that didn't look like ads, to increase the number of people who would stop their scroll and look.

We had to balance maintaining brand recognition with developing something new and eye-catching. To keep on brand with the variety of cheetah mascots, we developed a western-themed Cheetah. But to be eye-catching, we presented this offer using a western-style "Wanted" poster. The "wanted" person was our target customer, locals looking for fairly priced internet & the locked in price was the reward.