As one of Ireland’s largest providers, BT Ireland was best placed to lead on communicating a nationwide shift from copper networks to full fibre.
Better Insights
With competitors largely silent about The Copper Switch Off, confusion took hold. End users focused on disruption, not progress, and resellers lacked clear guidance on what the switchover meant for their businesses.
We saw the competition’s silence as BT Ireland’s opportunity to step in and control the narrative.
The task was straightforward. Reach the B2B service provider base at scale, replace uncertainty with clarity and build confidence in a change that was already underway.
Better Ideas
Our campaign focused on making the switchover feel simple, positive and inevitable, as a progression not distruption.
At the heart of the campaign was Switchy, a friendly mascot used to signal ease and momentum. Technical language was deliberately stripped back and messaging focused on benefits that mattered in a three month nationwide campaign.
Got a similar project for us?
Our super-friendly team will be happy to chat through our experience and give expert advice.