A Total Disaster

At Resonant Blue, we’re always looking for ways to help businesses cut through. That’s how we first connected with Tim Fussell, CEO of imei, a communications company that provides large-scale mobile and network management services. Together, we asked: what if we could take something as traditionally dry as network management and make it funny?

That’s how Network Disasters was born: a sketch comedy series designed specifically for one audience — network managers. This wasn’t meant for everyone on YouTube. It was laser-focused thought leadership disguised as comedy, speaking in a way only the right prospects would get.

Challenge

The challenge was clear: imei wanted to engage network managers who usually switch off at traditional marketing. They needed to differentiate themselves in a commoditised market by showing they understood the stress and absurdity of keeping corporate networks alive.

The usual video approaches wouldn’t cut it. A generic explainer or promo reel would have faded into the background. We needed something smart, targeted, and utterly unexpected.

Our Approach

We brainstormed a wide set of sketch ideas with imei, narrowing down to the strongest concepts that mirrored real-world frustrations. From there, we:

  • Wrote scripts that exaggerated everyday “network nightmares.”
  • Cast and rehearsed actors to deliver comedy with punch and credibility.
  • Built full sets in Sydney to capture a premium look, matching TV production values even though this was a web release.

Every gag was aimed at the insider experience of network managers — jokes that only they would truly understand, making the audience feel seen and valued.

Results

The impact was immediate.

  • Launched at a special screening at Event Cinemas Sydney for imei staff and stakeholders.
  • Rolled out on YouTube and social media, generating over a hundred thousands views.
  • Crucially, those views weren’t broad and unfocused — they came from highly targeted network manager prospects, imei’s exact audience.

For imei, the project wasn’t just about reach. It was about resonance: showing that they not only provide solutions but also get the people they serve.

Why This Matters

Network Disasters demonstrates how storytelling can transform even the driest of B2B topics. By using comedy at TV-level quality, imei signalled that they are not only leaders in communications but also innovators in how they connect with clients.

At Resonant Blue, we believe the smartest marketing makes the right people laugh, nod, and say: these are our people.