National Broadband Ireland

The opportunity:

NBI is delivering a high-speed fibre broadband network reaching homes, schools, businesses no matter how remote, under with the government’s National Broadband Plan. Our role is to devise brand and demand stimulation campaigns, integrating paid for advertising communications with direct channels. The National Ploughing Championships festival represent an unrivalled chance to engage our largely rural audience in numbers; but given the attendance of over 500 exhibitors – how to stand out in a crowded space.

The solution:

Our approach for NBI at the NPC was to build a high quality visitor experience for every visitor to the stand.

We paid huge attention to the visitor journey through the stand using a realtively modest footprint and making strong use of technology to tell the NBI story to visitors. Taking our cue from digital visitor attractions, we combined use of interactive DPOD exhibits as well as highly tactile 3D installations to illustrate the journey of high-speed broadband connections through fibre to the home. 

Our team of brand ambassadors manned the stand, engaging visitors, inviting them to check the status of their connection and and driving subscriptions to NBI’s database, for personalised updates up to their connection date. We worked with NBI colleagues in engineering, technology and customer service to provide a comprehensive introduction to end users to the technology and connection process.

Our physical presence at the stand was amplified by a strong social media campaign, and cover page presence on the essential guide to Ploughing in that week’s Irish Farmers Journal, both of which we devised & produced for NBI. All strands combined ensured that the investment in this year’s Festival produced significant results for our client team’s KPIs.