Broadband provider, Fibrus, has transformed buses in three of Northern Ireland’s regional towns in a new hyper-targeted consumer broadband campaign. The campaign, which features messages tailored to each geographical area, is inviting locals in Newcastle, Enniskillen and Coleraine to switch to Fibrus Full Fibre broadband.
In addition to localised messaging, the campaign also gets playful with a design that interacts with the wheels of the bus, giving the illusion of speed, and further echoing the benefits of Fibrus’ superfast broadband service. The regular Translink blue livery has also been replaced with Fibrus’ signature green colour palate, making the buses instantly recognisable to audiences.
Since connecting their first customer in 2019, Fibrus has placed local communities at the heart of everything they do, including giving back to local communities through the ‘Fibrus Community Fund’. This focus on community makes the town service wrapped bus format the perfect medium to deliver unrivalled synergies with the Fibrus brand and its mission.
Translink town service buses are dedicated to connecting people with local services and amenities in dedicated areas, often looping around town centres, they connect people to shopping centres, hospitals, leisure centres and to inter-urban Ulsterbus services for trips further afield. They are often attributed to enhancing rural economic growth, helping to increase the local customer base for a range of services such as local shops.
“Our mission at Fibrus is focussed on connecting people and local communities across Northern Ireland, and giving back to those that we serve through initiatives like our Community Fund and Play It Forward fund.
This partnership with Global and the hugely valuable town bus services brilliantly brings that mission to life in Newcastle, Enniskillen and Coleraine.
So, whether it’s a lag free video call with your nearest and dearest, or a trip into town on the (now unmissable!) ‘Fibrus town bus’, we’re committed to bringing meaningful connections to the towns and villages we serve across our network”.
Joe Storey, Head of Brand and Marketing at Fibrus
“We at Genesis are thrilled to be spearheading this vibrant campaign for Fibrus, bringing their ‘fibrefast’ message to life on local buses in Newcastle, Enniskillen, and Coleraine. It’s an exciting opportunity to connect with communities in a meaningful way, enhancing local visibility with Fibrus’ signature green design. This campaign perfectly aligns with our mission to create impactful and locally resonant advertising that drives real results.”
Craig Brown, Media Manager at Genesis Advertising
“Fibrus has truly hit the mark with this campaign. The town service wrap is a brilliant choice, transforming everyday buses into vibrant, attention-grabbing advertisements that effectively showcases its high-speed broadband service to local communities.
The localised messaging and creative design not only make the campaign memorable but also perfectly capture Fibrus’ commitment to supporting and connecting with these communities. It’s a fantastic example of a brand going the extra mile to genuinely connect and leave a lasting impression with it’s audience.”
Clare Ferris, Senior Client Manager, PML Group NI
“It’s been great to see Fibrus harness the power of this uniquely local bus advertising opportunity. After years of utilising Global’s other highly targeted products such as phone kiosk advertising and 6 sheets, the wrapped bus format represents a natural step for Fibrus to make a bigger impact within the local communities in which they deliver services.
The tightly targeted nature of these bus services presents the opportunity to tailor campaign messaging and really drive increase relevancy, which in turn should see an increased likelihood of audiences taking action”.
Rebecca Rodgers, Head of Agency and Specialist at Global
The Fibrus town service campaign will deliver an ‘always-on’ presence for the broadband provider within the heart of each community by extending beyond the traditional outdoor advertising 2-week cycle.
The Fibrus campaign was planned and bought by Genesis Advertising and PML Group NI.
