Independent full fibre platform CityFibre is laying bare ‘the burden’ of using a legacy broadband network at home in 2023, encouraging consumers to upgrade to their own service.
Developed by creative agency New Commercial Arts, the campaign will be led by a 40-second hero film that dramatises what it feels like to have a slow and unreliable broadband connection.
Running across TV via Sky AdSmart and ITVX, CityFibre’s campaign will be supported by additional executions across digital, social media, out-of-home, direct mail and email.“After the success of our first multi-platform creative campaign, we’re back and promising the public ‘snail no more’ to slow and unreliable broadband,” CityFibre chief marketing officer, Dan Ramsay said.
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“CityFibre’s full fibre network will help homes and businesses across the country solve the burden of poor connectivity impacting everyday life. Having full fibre at home is one of the best ways to keep us better connected with friends and remove one of life’s biggest bugbears.”
The network provider will hope that by leveraging New Commercial Arts’ expertise, it will be able to gain market share and develop its national presence, which now encompasses over 3 million premises.
New Commercial Arts founder and ECD, Ian Heartfield added: “A challenger brand like CityFibre needs work that punches above its weight. Work that stands out from the category.
“Hence a family with snail shells on their backs, going about their painfully slow daily life due to painfully bad broadband. Until, that is, CityFibre rock up and rid them of their burdensome shells.”
