KCOM Launches New Routers for East Yorkshire
Hull and East Yorkshire communications provider KCOM has unveiled an exciting integrated marketing campaign to introduce Eero – a celebrated router from Amazon’s subsidiary, known for its promise of delivering world-class connectivity.
The Campaign: The Power is All Yours
Crafted by Leeds-based brand and communications agency Ponderosa, the campaign, titled The Power is All Yours, addresses a critical insight from brand tracking: consumers often feel powerless when their broadband fails them. In response, the campaign emphasizes KCOM’s commitment to superior broadband performance, advanced security measures, and cutting-edge mesh technology that ensures extensive wifi coverage.
A Unique Narrative: Meet Nan, the Tech-Savvy Grandmother
Central to the campaign is Nan, a hipster grandmother with a flair for technology who loves watching Love Island and managing her online presence. Through Nan’s engaging character, the campaign educates customers about Eero’s smart features, which empower users to manage their home broadband more effectively. These features include:
- Blocking devices to prioritize important tasks like homework
- Setting age restriction filters for safe internet use
- Creating guest wifi accounts for visitors
Multi-Channel Deployment
The campaign has been strategically rolled out across multiple media channels, such as:
- Terrestrial TV
- Cinema
- Bus sides
- Social media platforms
Collaboration and Execution
Ponderosa’s involvement extended beyond conceptualization to include the proposition development, storyboard creation, and overall creative direction. The agency partnered with AMS Media for media planning and buying, while Tungston Media handled production and post-production tasks.
Suzanne Harvey, KCOM’s Head of Marketing, praised Ponderosa’s efforts: “Ponderosa have proved again they have the insight, creativity and hands-on execution to deliver for KCOM. It’s been great to see customers respond to our new campaign and explore the possibilities offered by Eero.”
The Importance of Regional Relevance
Richard Midgley, CEO of Ponderosa, highlighted the significance of regional resonance: “As a Yorkshire brand, it was important for us to get the tone right so that the audience can relate to the characters and storyline, whilst being educated on the shift to Eero.”
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