CityFibre, the UK’s largest independent full fibre platform, has launched its second integrated campaign highlighting the burden of using a legacy broadband network at home in 2023. The campaign will encourage consumers to upgrade their broadband by switching to CityFibre’s network, which is currently being rolled out to up to 8m UK homes.
The advert dramatises how it feels for consumers to have an unreliable and slow connection. The heart of the creative concept depicts a family wearing giant snail shells, struggling to carry out their daily tasks in the home. The shells serve as a metaphor for the burdensome nature of bad broadband and bring to life the impact of poor quality broadband.
CityFibre’s second creative campaign will include a TV advert that will run on Sky AdSmart and ITVX, targeted to residents in CityFibre’s coverage area, and will be complemented by paid digital, social, OOH, direct mail and email campaigns.
The campaign has been created by New Commercial Arts, an agency that unites brand and customer creativity to make brands more desirable and easier to buy.
CityFibre’s nationwide full fibre network rollout now passes over 3m premises and is used by over 30 consumer Internet Service Providers including Vodafone, TalkTalk and Zen to provide broadband services. As the network continues to grow and evolve, CityFibre successfully launched the UK’s first wholesale 2.5Gbps symmetrical consumer broadband earlier this year.
This professional campaign titled 'Snail no more' was published in United Kingdom in October, 2023. It was created for the brand: CityFibre, by ad agency: New Commercial Arts. This Film medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted 4 months ago.
Agency: New Commercial Arts
Ian Heartfield - Founder & Executive Creative Director
Raymond Chan – Art Director
Alex King – Copy Writer
Jack Robinson – Agency Producer
Mel McMillan – Business Director
Toby Moynan – Senior Account Manager
John Blight – Senior Strategist
Director: Simon Ratigan
Production Company: Rogue Films
Exec Prod: Charlie Crompton
Producer: Tim Nunn
PM’s: Dan Carter/Lucy Morton-Hicks
DOP: Martin Hill
Prod Designer: Tom Gander
Model Makers: Matter SFX
Andy Copping - Flame Op
Costume Designer: Emily Wilson
1st AD: Jai Lusser
Editor: Bruce Townend @ The Quarry
Colour: Marty McMullan @ Freefolk
Freefolk Producer: Charles Gillett
Sound: Phil Bolland @ Sine Audio