Gigafast+ launched nationally with an Idris Elba-fronted TVC in early September, giving the product scale, fame and a distinctive brand presence. But availability was rolling out city by city, which meant the next challenge was more local: how do you make the UK’s fastest broadband feel like local news..
Gigafast+ launched nationally with an Idris Elba-fronted TVC in early September, giving the product scale, fame and a distinctive brand presence. But availability was rolling out city by city, which meant the next challenge was more local: how do you make the UK’s fastest broadband feel like local news..
challenge.
Launch Sky’s entry into smart home insurance, a new category for the business, and establish credibility in a highly commoditised market, whilst you might think 'home insurance YAWN' this really was a market that was crying out for a unique and innovative creative campaign.
The Idea
Impact the Locals brought statues, landmarks and local icons to life, from Greyfriars Bobby in Edinburgh to the Concrete Cows in Milton Keynes and the Leeds owl, each responding in awe as Sky’s fastest speeds landed in town.
The result was a creative system that featured locally researched icons, city-specific copy, cinematic photographic craft and a scalable campaign architecture built to roll out across multiple markets
Special builds
Special builds
Special builds
A real world build of our router landing in the town and the statue reacting
A real world build of our router landing in the town and the statue reacting
Digital Screen
Digital Screen
Digital Screen
Motion version of our static OOH
Motion version of our static OOH
Contextual Copy
Contextual Copy
Contextual Copy
Certain sites had playful copy relevant to the placement
Certain sites had playful copy relevant to the placement
The Craft
The regional executions were produced through a blend of on-location photography, CG, AI-assisted expression work and atmospheric simulation.
Results
The campaign delivered measurable commercial impact: +21.4% regional H2 sales growth versus H1, a 19.1-point uplift above national growth in the same period, and 11,800 average monthly regional sales.
Independent CityFibre reporting confirmed stronger uplift in marketing cities versus non-marketing areas, while econometrics identified media as the primary driver of incremental sales
