National Broadband Ireland

The challenge:

NBI is delivering a high-speed fibre broadband network reaching homes, schools, businesses no matter how remote, under with the government’s National Broadband Plan. Our role is to devise brand and demand stimulation campaigns, integrating paid for advertising communications with direct channels.

The solution:

The roll out of high-speed broadband to an area stretching to cover 96% of Ireland’s land mass, is a massively complex piece of engineering. Its scale matches that of rural electrification in the 1940s.

Our work with NBI spans multiple communications channels in a 360 campaign taking in advertising communications designed to stimulate demand for high-speed fibre broadband connections, and below the line direct campaigns designed to engage the audience, to drive take up as well as anticipation for the network.

The creative strategy looks to build awareness of the brand and the role for high-speed fibre broadband for families, communities and the country and in so doing drive demand. We have created an array of content including end user testimonials and case studies, the ‘Humans of NBI’ series featuring the team – the engineers, project managers and surveyors at NBI for whom this project represents a chance to contribute to history.

In a secondary strand of activity we have engaged with end users on through a series of brand activations, bringing information about the roll out of high-speed broadband to towns all over Ireland. We also built a significant brand presence at the National Ploughing Championships.

We work across out of home, press, radio & digital audio, social and digital display for campaigns, and take care of content, video for NBI’s website and social channels.