Meet the Fibre Guys

Broadband sprites

Meet the Fibre Guys

In May 2014 we launched our Fibre Guys campaign to drive take-up of fibre broadband. The brief was very simple make them friendly, fun and fast!

We wanted to convey that upgrading to fibre broadband enabled everyone to do more online – from home to business use – everything works better with fibre. The set of 6 characters each have differing messages and help to show the various benefits of upgrading.

Over the past 6 years the Fibre Guys have appeared on lots of items, from leaflets to van liveries, their own videos and even helped win a silver medal at the RHS Tatton Garden Show in 2015!

To date the campaign has been very successful and has resulted in one of the highest and fastest take-up rates for fibre broadband in the UK. This has resulted in over £3m being returned into the project from BT to date via a ‘gainshare’ arrangement which will enable us to reinvest funds back into the project and reach even more premises with fibre.

In 2016 to coincide with the Tour of Britain stage 3 taking place in Cheshire, we sponsored the stage and launched a ‘Broadband without brakes’ campaign using the Fibre Guys. Focussed around a summer programme of cycling events and culminated in the stage through Cheshire. Follow-up research revealed that the campaign had the highest recall of all local sponsors involved in the race.

Most recently we focused on the benefits fibre can bring to home and work life with a targeted campaign across communities where take-up was lower than average. This included ‘clean advertising’, a mobile AdVan and door drops combined with social media activity. This resulted in a 13-fold increase in take-up!

For more on our campaign see attached overview.