Marketforce humanises Westnet brand

Marketforce has created a new campaign for internet service provider Westnet to deliver the message that it is the humans that deliver the real service at Westnet – not the machines.

Westnet, a West Australian ISP that was last year bought by iinet, has long been well regarded for its customer service – winning national awards and topping polls for their commitment to delivering genuine, helpful customer support.

But from the preceding research and brand evaluation work, Marketforce determined, firstly, that customer service is generally taken for granted and secondly, that customer service itself has been devalued – by being over-promised and under-delivered for so long, by so many.

The challenge was to elevate the importance of this service in the minds of the audience, so that it becomes a serious consideration at purchase decision time.

The resulting ‘Humanology’ campaign came from the belief that it is the people at Westnet and the human approach to de-mystifying the internet experience that sets them apart.

“The real strength of Humanology is that it’s more than a piece of advertising,” said account director Will Peart. “Humanology is now a philosophy that is owned and delivered by the people at Westnet. The staff are the living breathing representatives of the Westnet brand, and the value of having staff act as brand advocates has never been underestimated.”

The integrated campaign includes TV, press and online and features real members of the Westnet team with personal touches to reinforce the philosophy.