National Broadband asked us to find a new way of talking about the problems their customers—who live in rural locations—face in trying to get online. They wanted to drive coverage, but also backlinks to their website.
The challenge in this campaign was taking an old issue and making it new again. We knew people in certain parts of the country have rubbish connectivity, but this wasn’t enough to engage the media on its own.
So, we added a new data point and created a new way to frame this problem.
We took a publicly available dataset that mapped connection speeds across the UK, and compared these to the typical internet available on the moon—which is surprisingly speedy. We are talking about NASA, after all.
This gave us a map of all the areas of the UK which had worse speeds than the moon. We packaged this up with some case studies and took it to our target media.
including The Sun, Daily Star and Mail Online
The campaign reached the stratosphere! It skyrocketed! It went positively intergalactic! Ahem. We generated 47 pieces of coverage—including in The Sun, Daily Star, and Mail Online—with dozens of high DA backlinks. Critically, we generated over 80 marketing qualified leads, too.
