The campaign, conceived by Jaywing and produced by Chief, sees the brand taking to TV for the first time in its 116-year history and was produced in two weeks under strict lockdown measures.
Tapping into the mood of optimism as lockdown restrictions begin to lift, the 60 second TV ad also expresses KCOM’s pride in its engineers and customer service colleagues who have provided a key service in maintaining its network and keeping households and businesses connected throughout the crisis.
The ad track, Caravan of Love, which was a number one hit in 1986 for Hull band The Housemartins, is performed by the Hull Community Voices Choir and was recorded and edited over individual Zoom calls. The voiceover of actress and Hull native Lucy Beaumont builds on the brand’s philosophy of ‘better sourced locally.’
KCOM is the leading provider of broadband in Hull and the wider East Riding area. In 2019 it completed the rollout of an £85m full fibre network to make Hull the UK’s fastest broadband city.
The company has since announced a further £100m investment to connect tens of thousands more properties across East Yorkshire and North Lincolnshire and the campaign aims to raise awareness of and positive sentiment towards the brand throughout its expansion. The campaign will also promote KCOM’s cheapest ever unlimited full fibre broadband offer, with a series of offer-led TV, radio, digital and direct mail activities launching from 15th June.
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.”