Imagine Broadband has relaunched in the Irish market with a new brand platform and campaign developed by independent creative agency Ringers.
Called ‘Imagine Broadband Better’, the platform centres on a commitment to remove asterisks from the provider’s communications, with the contract price frozen for five years and the option for customers end the contract if they are dissatisfied with the service.
The campaign is running across radio, digital audio, video on demand and social channels and it takes aim at the small-print qualifications attached to many broadband offers, highlighting the frustration customers experience when unexpected charges or price increases are explained by reference to an asterisk beside the advertised price.
“That distrust is the real problem in this market, more than any one price or plan,” said Catherine Durkin, director of sales and marketing at Imagine.
“Imagine Broadband Better is our answer to it. No asterisks, no small print, no surprises. One price, frozen for five years, and a contract you’re free to leave if we’re not getting it right for you.”
Ringers worked with Irish illustrators The Project Twins and animation studio Digital Beast to bring the campaign to life. Voiced by Gabriel Adewusi, the creative pits Imagine Broadband against a cast of shifty asterisks intent on spoiling the fun.
The Project Twins’ work has featured in publications including The New York Times and The Economist.
Miriam Hendrick, managing director of Ringers, said the creative idea emerged from a conversation with Imagine chief executive Niall Tallon.
“We loved working with the Imagine team on this one,” she said. “Niall Tallon, Imagine’s CEO, was telling us how much he hated broadband asterisks, and one of our team doodled an asterisk with two shifty eyes. That was that. Nobody likes seeing asterisks, and nobody likes using them. With Imagine, nobody has to.”
Digital media was handled by Core Optimisation while media is being handled by Digital Impact.
Imagine has provided broadband services to Irish homes and businesses since 1993 and is now part of the Armenian Team Group of Companies.
Credits
Client: Imagine Broadband
Director of Sales and Marketing: Catherine Durkin
Senior Marketing Manager: Laura Murphy
Agency: Ringers Creative
Executive Creative Director: Steven Mangan
Strategy Director: Bobby Byrne
Business Director: Kathleen Healey
Art Director: Sam Ardiff
Agency Producer: Karina Cotter
Managing Director: Miriam Hendrick
Digital Media: Core Optimisation
Media: Digital Impact
Illustration: The Project Twins
Animation: Digital Beast
Voiceover: Gabriel Adewusi
Sound Studio: Blast Audio
Sound: Will Farrell
PR: Springboard
