The Hull-based broadband provider launched the integrated campaign during lockdown, celebrating the community spirit of the people of Hull and East Yorkshire.
The judges described the campaign as “a real example of collaboration and quick reaction under unusual circumstances. It aimed to show the resilience of the region and did just that. The use of local residents made the campaign personable, honest and real.”
The 60 second TV ad, conceived by Jaywing and produced by Chief, saw the brand taking to TV for the first time in its 116-year history. Produced in two weeks under strict lockdown measures, it expresses KCOM’s pride in key workers including its engineers and customer service colleagues who have provided a key service in keeping households and businesses connected throughout the crisis.
The campaign has delivered 36% above the target set to attract new broadband customers, with performance up 48% YoY despite running through Covid-19. Overall NPS increased from -3 to +13, partly driven by recognition of customers who had seen the ad (36% of respondents had seen the TV ad and their NPS score was +25.)
Steve Clayton, Head of Marketing and Digital at KCOM, said:
“We wanted the ad to reflect what we have learned through this unprecedented period – that communities who are connected are stronger – and to express our pride in being part of the Hull and East Yorkshire community. We’re delighted with the end result, which achieves this while also giving us the opportunity to say thank you to key workers across the region – including our own people who have worked day and night to keep our customers connected.”