Demand Broadband - Making supply match demand

Chris Butterworth and Ben Dansie

The objective of most advertising campaigns is to adjust demand so that it matches supply. But in this case, the situation was reversed – there was a clear demand for broadband internet access in the East of England, but the telecoms industry was failing to deliver.
Agency: Omobono and John Ayling Associates Authors: Chris Butterworth and Ben Dansie

Demand Broadband

Making supply match demand

CAMPAIGN SUMMARY

Most campaigns aim to make demand match supply. This campaign had the opposite objective. The East of England wanted broadband, but the telecoms companies weren't supplying it.

The East of England Development Agency (EEDA) identified this as a major constraint to economic growth in the region. Omobono's Demand Broadband campaign broke through that barrier. It drove the broadband bereft to an online brokerage which grouped people with...

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