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SA-based national ISP Internode has launched a cheeky $350,000 ad campaign aimed at Telstra BigPond’s wireless broadband ads which generally feature a blue Kombi van.

SA-based national ISP Internode has launched a cheeky $350,000 ad campaign aimed at Telstra BigPond’s wireless broadband ads which generally feature a blue Kombi van.

The Internode ads will also feature blue Kombis. On one case a broken-down and abandoned Kombi is shown with the tagline, “If you’ve been everywhere, man, it’s probably time for an upgrade”.

Another shows a Kombi jam-packed with people, and asking “Are you being taken for a ride?” However while Telstra uses the Kombi image to push its 3G wireless broadband offerings, Internode wants to emphasise ADSL fixed broadband.

The ads, designed by Adelaide agency Jam, will be displayed on 29 billboards in Sydney and 10 in Adelaide. They aim to boost sales of Internode’s “Easy Broadband” home ADSL service, which offers 50GB of untimed downloads and uploads per month for $49.95.

Internode Media manager Tom McQueen claims that, though BigPond has more than two million broadband customers, it’s losing more customers each week than it gains.

He said the brief for the agency was to target these BigPond “refugees”. “We’re telling BigPond customers there is somewhere better to go,” he said.

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