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The nation’s Minister for Communications, Information Technology and the Arts has told the third Australia-Korea-New Zealand Broadband Summit that Australia is growing in its take-up of broadband. "Australia is neither a leader nor a laggard in broadband", Senator Helen Coonan said. "We are above the OECD (Organisation for Economic Cooperation and Development) average for broadband take up, and second in the OECD for growth in broadband take up."

Senator Coonan also highlighted that the technology is quickly on its way to becoming an integral part of our daily lives. "Broadband is fast becoming critical national infrastructure in Australia and some suggest it will very soon be labelled as a fifth utility, after roads, water, electricity and gas", Senator Helen Coonan said. Buchanan Group appreciates that broadband should be recognised as a critical function of every-day life.

BG also understands that there is the propensity for consumers to view the Internet as their primary medium for researching brands and products. That’s why we have combined the two to create Behind the Brands - an exciting addition to your already planned campaign using one of BG’s information media vehicles, whether it is Brand Power, Great Chefs Show You How or Zoot Review.

Taking advantage of the Internet as a relatively low-cost and rapidly growing medium, a Behind the Brands online video is an innovative way for clients to engage consumers in a direct dialogue. It can strengthen your product’s relationship with your target by offering information not usually conveyed via traditional advertising mediums. Behind the Brands really is a unique and valuable way of reaching your consumers in the web environment.

The length and style of a Behind the Brands video ultimately depends on its content. Complementing a TVC or catalogue, it may be a 5-minute documentary featuring:

• An interview with your brand manager on the evolution of your product
• Footage from the factory floor where your product is created
• Product benefit comparisons
• Little known details and insights
• Behind the Brands could also take the form of a humorous peek into the making of your TVC
• If you ran a Zoot Review commercial it may include out-takes and behind-the-scenes footage of presenter Georgie Parker and the featured celebrity

Considering that 8.5 million of the 12 million Internet users in Australia are on broadband*, and therefore able to stream many minutes of video with little loading time, it’s worthwhile treating Behind the Brands as a means of providing as many relevant details with your target as you like. So why not contact Buchanan Group and see how Behind the Brands can strengthen the relationship between your product and your target audience – it may just give them the incentive they needed to choose you over your competitor.

* Speech by Senator Helen Coonan (Minister for Communications, Information Technology and the Arts) for the 3rd Australia-Korea-New Zealand Broadband Summit (2006)