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 offers campaign while also pushing events-driven sub-campaigns throughout the year around customer-focussed days such as Black Friday.
BRIEF
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/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 a lot of the customers live in rural areas with little 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.
CAMPAIGN
While the product offers campaign is still ongoing, sub-campaign results have shown impressive results so far. Digital advertising boards Forward & Thinking featured in the media plan delivered over 15,000 impressions during a month’s summer campaign. Using the latest eye-tracking technology we saw that iWalkers reached over 13,000 people when at a two-day festival with an average of 3 seconds spent looking at the advert. The brand awareness campaign is going 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
RESULTS
“Forward & Thinking have always been extremely helpful and make booking out-of-home as straight-forward as possible. They are approachable, organised and always happy to help with all of our requests.”
KCOM
The Campaign team
Katie Challenger
JENNA LAWSON
Campaign Planning Assistant
Account Executive
ANDY STERLING
Media Planner