London-based telco, Vorboss, has launched a campaign in the capital targeting business customers. The campaign welcomes London’s most ambitious businesses to ‘the new standard’ in a blanket OOH drive supported by audio, digital and business news media that runs from now until the end of December.
As the UK’s only dedicated enterprise fibre network, Vorboss has installed over 500km of fibre optic cables in London since 2020 and is investing over £250 m to build London’s only full-coverage fibre network dedicated to business, with a commitment to cover all commercial buildings in Central London.
Vorboss worked with creative studio West Ventures, with planning strategy provided by independent media agency Bountiful Cow, who won the account earlier this year. The campaign displays Vorboss branding and fibre network capabilities as it tells Londoners ‘The biggest networking event is taking place under ground’ alongside the simple strapline: ‘Built by Vorboss, for London’.
The majority of London businesses are reliant on legacy Openreach infrastructure, which can only be accessed through resellers. The growing reliance on technology and the steady shift towards cloud-based infrastructure has increased dependency and bandwidth demands on fibre network providers. Vorboss aims to disrupt the status quo by providing ambitious London businesses with direct access to critical fibre infrastructure, with simple, transparent pricing, and London-wide coverage.
“Internet connectivity has become the single most important utility for most businesses,” said Vorboss CEO, Timothy Creswick. “Our network is designed for one purpose: provide the capacity that London needs. In a market where most businesses are still connected at 1 Gbps or less, we’re proud to be providing 10 Gbps as a minimum, effectively removing bandwidth constraints for our customers. We own our network end to end and sell directly to our customers, which allows us to bypass the resellers that provide access to the Openreach network.”
“London generates a GDP of over £500bn, yet many businesses remain at the mercy of restrictive telecommunications products and business models. These legacy networks are a limiting factor in critical technology decisions, which can restrict growth. Our network is unrivalled in both scale and quality, and our sole focus is enabling business growth.”
To reach notoriously hard-to-target business decision makers in zones 1 and 2, Bountiful Cow planned an expansive OOH campaign with Kinetic – including hyper-premium digital rail and tube formats such as Waterloo Motion; large roadside banners in key locations; screens in over 60 office buildings; and 13 wrapped taxis that will continuously roam London’s streets.
To reach commercial property developers and real estate managers, Vorboss branding will be painted over central construction site hoardings, in a creative use of London’s existing built environment.
The OOH activity is supported by regional insertions into business press to deliver deeper product understanding, alongside premium digital audio inventory which combines audience targeting and contextual alignment to drive awareness and understanding. LinkedIn and search activity aims to convert awareness into high quality leads.