The KCOM Summer Sale

The KCOM Summer Sale

Following a review of its existing products and offerings, KCOM approached us to run a multi-channel campaign to connect new ADSL broadband customers throughout the summer. For the first time, these customers were able to choose to have the internet without the need to pay for a landline connection, and we felt it needed a creative approach to drive it home.

We decided to lead with a festival-inspired look and feel, supported by a strong message of “We’re putting you in control this summer” underpinning the whole of the campaign. Time to choose our channels.

KCOM’s Sales & Engagement team had already booked a slot at the Hull Show, and so we took the festival theme quite literally and brought the party to East Park. With festival lanyards, inflatable props and a giant deck chair perfect for selfies, Hull Show go-ers were given plenty of merch to take home with them.

We supported this with plenty of above-the-line activity, booking 14 outdoor advertising sites across Hull complete with striking vibrant artwork. We also ran an 8-week radio advertising campaign to brighten the day whatever the weather.

KCOM’s Sales & Engagement team had already booked a slot at the Hull Show, and so we took the festival theme quite literally and brought the party to East Park. With festival lanyards, inflatable props and a giant deck chair perfect for selfies, Hull Show go-ers were given plenty of merch to take home with them.

We supported this with plenty of above-the-line activity, booking 14 outdoor advertising sites across Hull complete with striking vibrant artwork. We also ran an 8-week radio advertising campaign to brighten the day whatever the weather.

3 direct mails were sent to customers, all supported by a dedicated campaign landing page. Digital activity also included geo-display, remarketing, PPC and paid social campaigns, all deployed to drive awareness and traffic to that landing page.

The results spoke for themselves; it was the most successful acquisition campaigns KCOM has ever run, displaying how multi-channel can often be the most effective.

“Pace really hit the nail on the head. They fully understood the brief and converted it into a brilliant summer campaign that communicated our main messages to the customer. The concept not only looked great, but got a really positive response too, with a direct mail response rate much higher than we have seen from previous campaigns.”

Peter Foster, Marketing Executive, KCOM

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