Positioning broadband as more than just a service
KCOM
•
From here, anywhere
2019
Brief
"We have been asked to pitch a new marketing campaign for KCOM and we want to present something they've never seen from us before."
Background
KCOM (previously KC) have been perceived as a monopoly in the region due to homeowners having no other choice in broadband supplier, whilst their broadband prices run higher than average due to the lack of competition.
How I helped
Campaign concept
Graphic design
Video editing
3D modelling
With an extensive knowledge of this client having delivered work for them previously at a different agency, as well as working internally for them, I felt that this campaign really needed to shift focus from leading with package prices that have historically been viewed negatively.
The benefits of using broadband usually sit as secondary or even tertiary messaging in campaigns, but now was the time to lead a campaign with them.
The internet can help you achieve almost anything.
You could be watching a dribbling technique videos on YouTube and in your next football match you're crowned man of the match. You could be swiping right on Tinder and on your next date you meet the love of your life. You could stream playing in your band on social media and get recognised by a record label.
From here, anywhere.
In order to deliver something KCOM had never seen before we decided to film a mock advert that could be run on TV and online. I storyboarded the concept, worked with a videographer and some local actors to film it, and edited the final piece.
To this day, this advert is one of the things I am most proud of in my career.
Alongside the video campaign, I created a series of ads based on the arrow/logo motif bron from the KCOM logo.
Either using the arrow in it's entirety to show the journey to "anywhere", or cropping in on sections of an arrow to highlight the "anywhere" destination.
Human-made
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