Out with the slow, in with 10GB in Soho.
Targeting
Soho office workers
Broadband providers waste significant spend reaching people outside their actual network footprint. This campaign solved that with hyper-local precision, reaching only the Soho postcode where G.Network’s 10GB fibre is actually available.
Challenge
Local network, specific audience
National broadband advertising is inefficient for a provider whose network is only live in specific postcodes. Much of the audience reached cannot even buy the product.
Why it worked
Reaching office workers at the right time
Distributing exclusively through coffee shops and cafés within Soho ensured the “out with the slow” message reached office workers who could act on it immediately, maximising media efficiency versus broader, less targeted formats.
More work
