KCOM’s first TV advert will celebrate city’s community
BROADBAND FIRM KCOM is to launch its first ever television commercial featuring some of the region’s best known cultural figures.
The Hull-based firm has not advertised on television in its 116-year history and is launching its ‘Bigger than broadband’ campaign, which celebrates the community spirit of the people of East Yorkshire during lockdown.
The ad track, Caravan of Love, which was a number one hit in 1986 for Hull band The Housemartins, is performed by the Hull Community Voices Choir and was recorded and edited over individual Zoom calls. The voiceover of actress and Hull native Lucy Beaumont builds on the brand’s philosophy of ‘better sourced locally.’
The campaign, conceived by Jaywing and produced by Chief, was produced in two weeks under strict lockdown measures. Tapping into the mood of optimism as lockdown restrictions
begin to lift, the 60-second TV ad also expresses KCOM’s pride in its engineers and customer service colleagues who have provided a key service in maintaining its network and keeping households and businesses connected throughout the crisis.
Steve Clayton, head of marketing and digital at KCOM, said: “We wanted the ad to reflect what we have learned through this unprecedented period – that communities who are connected are stronger – and to express our pride in being part of the Hull and East Yorkshire community.
“We’re delighted with the end result, which achieves this while also giving us the opportunity to say thank you to key workers across the region – including our own people who have worked day and night to keep our customers connected.”
KCOM completed the rollout of an £85m full fibre network to make Hull the UK’s fastest broadband city.
The company has since announced a further £100m investment to connect tens of thousands more properties across East Yorkshire and North Lincolnshire.
The campaign aims to raise awareness of, and positive sentiment towards, the brand throughout its expansion. The campaign will start on June 15.