Client: Broadband Wales

Brief: To increase awareness of broadband to the Welsh population. This included: highlighting its benefits and encouraging broadband take-up, as well as increasing the bandwidth of people already using broadband.

Response Summary:  Total Media Digital developed a highly targeted digital campaign focused on building awareness for Broadband Wales through driving website traffic to the Welsh Assembly online portal for broadband information.  This then enabled welsh consumers to access broadband information packs and sign a petition requesting broadband hubs be upgraded.

A variety of online media was utilising in order to enable Broadband Wales to communicate their message in a personalised, specific and targeted way to consumers:

• Email  and MSN Hotmail – were used to target Welsh IP addresses across both dial-up and broadband connections, the use of creative formats to deliver different messages to each audience
• Local Websites – with a local community feel were used to target specific regions with lower broadband penetration

Result: The target for broadband take-up was surpassed, with the campaign delivering enough online signatures for approximately 25 hubs to be upgraded. This resulted in an increase in the average broadband connection speeds across Wales, as well as a 35% increase in take-up of broadband; overtaking England for the first time.