A (Christmas) cracker of a campaign.
By Dawn Hesketh-Guilfoyle – Director
When broadband provider Fibrus reached a milestone of 100,000 connected premises back in 2024, we were tasked with creating a campaign that would engage customers, both existing and prospective; reinforcing the power of connectivity. Sales forecasts had the 1st November marked as the moment they would hit the 100k point – just in time for Christmas – and with that, a star of a campaign was born.
Our strategy was simple: put Fibrus at the centre of the nationwide discussions happening in real time and the question being asked by families all over the UK to each other: “are you coming home for Christmas?”
With massive Love Actually vibes, we devised the multi-channel #ChristmasConnections campaign – a heartwarming once-in-a-lifetime competition that would give families the chance to fly a loved one home for the holidays.
The killer insight that shaped our thinking? No matter how important broadband is to our lives and how much it keeps us connected, nothing compares with real human connection.
And with many people dotted around the globe living away from family, the campaign gave families a money-can’t-buy gift and tapped into the emotional power of family connections, emphasising the role broadband plays in keeping loved ones connected all year round.
After a whirlwind media launch and a busy few weeks liaising with the lucky winners, it was finally time to welcome them home. The family reunions in the airport wouldn’t have been out of place in a Netflix Christmas movie and warmed even the coldest of hearts.
The campaign worked so well because it tapped into the deep emotions of reunion and family, especially around a significant time like Christmas. It demonstrated how Fibrus’ services play an important role in facilitating meaningful connections. But instead of focusing on the technical features of the service and winter value price promotions, this campaign creatively positioned Fibrus as a facilitator of connection and togetherness, offering a unique and memorable outcome – standing out from more typical, transactional campaigns in the broadband space.
The campaign also gave us the compelling human stories that resonate with families across the UK. It’s the kind of campaign that stays in the hearts and minds of its audiences long after it’s ended and resulted in a significant total reach figure of 5.2million.
And we’re not the only ones who think it was a great campaign. #ChristmasConnections won Integrated Campaign of the Year at PCRA DARE and took home Silver in the same category at the CIPR NI Awards.
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