Launch the Openreach brand with a campaign in Northern Ireland through sponsorship of the Ulster Rugby Team.
Openreach is a British brand. That meant navigating complex viewpoints from communities in Northern Ireland. In short, we had to figure out how to get Openreach seen as a local, trustworthy and caring brand.
What we did
In Northern Ireland, the Ulster team is the common ground. So we made the entire campaign about the people from the Ulster Rugby community. This was a bold move but we knew it was the only way for them to gain respect with the region.
We established Openreach in a new region and won over their audience in a single campaign. With a range of TV ads, billboards and radio, we took an unknown brand and turned them into a household name.
“Pretzel helped us develop various film and still creatives for a fully integrated communications campaign. This campaign not only worked to raise awareness of the Openreach brand in Northern Ireland but also demonstrated the importance of connections through the promotion of our new partnership with Ulster Rugby.
Pretzel helped us capture real-life people and take inspiration from real-life stories of Ulster Rugby fans, to allow us to showcase this importance of connectivity in a more tangible way. The team at Pretzel are brilliant to work with – from delivering impressive creative direction, slick production, to timely project management. This campaign surpassed all objectives set and helped deliver a shift in brand awareness in NI.”
Megan Bradley Cole – Brand & Campaigns Manager at Openreach