KCOM

KCOM is one of the longest-established providers of communications services in the UK, serving its customers with Internet and telephony services. Prior to rolling out their new brand look, they asked Forward & Thinking to develop an exciting product offer campaign while also pushing events-driven sub-campaigns throughout the year around customer-focussed days including Black Friday.

The KCOM Group’s main campaign objective was to create awareness around the new product offers prior to launching its £100m vision to deliver a full fibre network across Hull, East Yorkshire and Lincolnshire region. Forward & Thinking created a multi-channel media campaign including traditional and digital billboards in shopping centres and roadside, Spotify ads as well as iVans to reach as many local residents and businesses as possible. A challenge with out-of-home media in these areas is that many of the customers live in rural areas with little billboard advertising opportunities. So the team at Forward & Thinking got creative when putting the media plan together including adnozzles at petrol stations and iWalkers at regional food festivals. The campaign was a resounding success and KCOM remain a customer to this day.

Campaign and sub-campaign results showed impressive results. Digital advertising boards Forward & Thinking featured in the media plan delivered over 15,000 impressions during a one month summer campaign. Using the latest eye-tracking technology we saw that iWalkers reached over 13,000 people at a two-day festival with an average of 3 seconds spent engaging with the advert. The brand awareness campaign went from strength to strength and we’re excited to share the final results.

OVER 15,000 IMPRESSIONS DURING A MONTH’S SUMMER CAMPAIGN

OVER 13,000 PEOPLE REACHED AT A TWO-DAY FESTIVAL

3 SECONDS AVERAGE SPENT LOOKING AT THE ADVERT

AWARENESS FROM THE CAMPAIGN WAS CLEARLY EVIDENT DURING THE SUBSEQUENT SALES PROCESS

OVERALL A RESOUNDING SUCCESS