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Connecting Cheshire – Demand Stimulation

Speeding up the switch to superfast broadband.

The Brief

Connecting Cheshire’s remit is to fund greater coverage and promote faster broadband across the region, particularly rural communities. However, they found that although it was now widely available, people in certain areas were slow to realise the benefits of making the switch to superfast broadband.

What we did
  • Strategic planning
  • Integrated campaigns
  • Online marketing
  • Design
  • Direct marketing
  • Video and animation
  • Out-of-home advertising
  • Ambient Media

The Results

On receiving the results, the client was over the moon! The areas targeted were split into two types, with one having only 3% uptake previously which increased to 19% and the other 1% uptake increasing to 39%. The combined average take-up leapt from 2% to 26% – a thirteen-fold increase!

The results are very impressive…very well done!

Andrew Arditti, Communications & Marketing Manager, Connecting Cheshire

Our Approach

Whereas previous campaigns focused on its availability, this time we looked at the difference superfast broadband makes to everyday home and work life – such as streaming movies, uninterrupted gaming, working from home and keeping in touch via video calls. With specific geographical areas to focus on, we ran an extremely targeted campaign using outdoor and social media, featuring the existing fibre guy characters to encourage people to check, compare and switch to fibre broadband.

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