As demand has grown for fibre, we have swiftly moved through the adoption curve, and are now talking to the last adopters. A notoriously hard audience to engage with on technology.

They tend to adopt innovation after an average member of the society and feel more comfortable in the adoption of technology only when a product has gone mainstream. Our campaign is focussed on tapping into this mindset by normalising fibre and demonstrating the everyday benefits to build desire.

What’s happening

Running across TV, video on demand, outdoor, digital advertising, social, search and radio. The campaign layers all work collectively to highlight the need for better broadband and demonstrating why fibre is the best option.

The creative idea

Many people with bad internet are oblivious to it or just accept it; suffering through the little irritations because they can’t see the wider impact. Sometimes you have to see it through someone else’s eyes to realise that a life limited by ‘Badnet’ is not normal.

Our creative idea consolidates all the small irks of having poor performing internet into a distinct and solvable affliction, Badnet. Then highlighting how this problem can be solved by connecting to fibre.
 

Resources

• TVC’s
  • 30 seconds 
  • Spinning wheel 
  • Screen freeze
  • Here to help
  • Fibre happy place
  • Hedge cutting
  • Glitch face
  • Bad news
• Overview of the full campaign
• Digital schedule
• OOH schedule 
• Media schedule 
• TV Spotlists August-September 2020

Next steps

Leverage fibre campaign by aligning your fibre offer media. See media schedules in the resource section below. 

We appreciate the current uncertainty around alert levels and the launch of this campaign. If lockdown restrictions increase or extend, we will ease off on our more directive advertising that prompts a customer to contact their provider. 

The TV and out of home layers of this campaign are created to build awareness of the benefits of fibre and we think they are important to maintain at any level. Through experience in the previous lockdowns where we ran our brand and fastest fibre campaigns, they did not drive any undue pressure during lockdown but did support a quick recovery to BAU once lockdown restrictions were lifted. 

Contact

For any queries please contact  Kate Murchison – kate.murchison@chorus.co.nz