National Broadband Ireland

The challenge:

NBI is the organisation charged with the roll out and implementation of the National Broadband Plan, an initiative of the Government of Ireland. This ambitious project will connect 564,000 homes, schools, farms and businesses across Ireland to high-speed fibre broadband.

The roll out of high-speed fibre broadband will eventually cover 96% of Ireland’s land mass. It’s a project of the scale and complexity not seen in Ireland since the electrification of rural Ireland in the 1940s.

CMS Marketing is the lead creative and experiential agency partner to NBI – Our role is to produce impactful brand and demand stimulation campaigns, which aim to engage the audience at different stages in their Broadband connectivity journey.

The solution:

Our overriding objective is to drive engagement with the NBI brand and deliver messaging around the roll out of the National Broadband Plan.

Our work spans multiple communications channels designed to stimulate demand for high-speed fibre broadband connections, and below the line direct campaigns designed to engage the audience at a local level driving sign-ups and anticipation of the network.

The creative strategy looks to build awareness of the brand, along with the benefits and importance of delivering high-speed fibre broadband for families, communities and the country and in so doing drive connections.

We work across TV, out of home, press, radio & digital audio, direct mail, social and digital display, and take care of content including video for NBI’s website and social channels.

Our series of case study films focuses on end users and their testimonials, sharing stories of how connection continues to transform lives. Additionally, we created and produced ‘Humans of NBI’ a series featuring the team – the engineers, project managers and surveyors at NBI for whom this project represents a chance to contribute to history.

We engage with end users through a strategic calendar of activations and events across the country, bringing real-time information and updates about the roll out of high-speed broadband to towns all over Ireland. Now in our fourth year, we have established a strong brand presence at the National Ploughing Championships, consistently delivering high-impact awareness and consideration amongst our core audience.