Integrated agency The Bigger Boat (TBB) has delivered a brand evolution and asset-rich awareness campaign for broadband provider, BeFibre, as it embarks on a roadshow to provide ‘broadband as it should be’ across major towns and cities throughout the UK.
Aiming to capture attention and bring the brand’s presence to life within a competitive marketplace, TBB’s approach focused not only on presenting a visually engaging identity but on refining a bold, straight-talking tone of voice and creating a consistent style of messaging befitting of the company’s evolution.
Extending the impact further are an array of creative assets including social and paid media adverts, direct mail, and email — plus out-of-home (OOH) placements such as digital vans, roadside banners, and kiosks. The impressions from digital and OOH advertising reached a staggering 6.6m.
Incorporating a simplified logo and vibrant typography featuring multicoloured lines reminiscent of the world of content and media that customers gain access to via the brand, Doug Main, creative director at TBB, comments: “It was obvious upon meeting BeFibre that they have the perfect proposition for a consumer-facing business. Not only do they demonstrate a no-nonsense approach in an industry notoriously filled with jargon, but this is coupled with a friendly presence that we were eager to draw upon within their outward-facing brand.
“The result is a vivid, engaging combination of assets that are not only eye catching, but expose just the right degree of cheekiness to raise a smile and encourage consumers to resonate with their forward-thinking offering.”
Taking its role in the campaign to the next level, TBB was tasked with unveiling the assets to BeFibre colleagues via a brand movie — a move which was met by much excitement and pride from the broader team. Sharing her thoughts on the creative executions, Sinead Gilbert, head of marketing at BeFibre, comments: “As a business, we’re proud to do things differently and the messaging and creative assets that TBB has produced for us, showcases this approach perfectly.
“Like us, they’re vibrant, to the point, and honest and we believe this will be key to our ongoing disruption in a crowded market.”
With a comprehensive set of brand guidelines at its disposal, BeFibre can continue to build upon the awareness generated with a consistent and impactful visual identity and tone of voice.
