Hug a Geek

Background

AUSTAR is the regional subscription TV service in Australia. It was testing trialling the launch of unwired broadband into the regional market of Wagga Wagga. It was an especially difficult challenge for several reasons: AUSTAR is late to market; it's a challenging and complicated product to explain; there's no shortage of healthy competition; and Australia has a sceptical rural market bombarded with ‘techie messages’.