ABOUT

CHALLENGE:
bOnline are a modern digital native brand offering VoIP communication systems, i.e., digital phones, fibre and broadband packages.

In order to capitalise on the BT copper landline switch off (scheduled for 2027) bOnline needed to ensure that they are front of mind to the 5.3 million small businesses that need to switch to VoIP, or risk losing their connection.

Our challenge was to use their new brand positioning as a springboard for an engaging brand & advertising campaign.

INSIGHTS:
The UK small business pool of 5.3 million businesses equates to a £1.3 billion opportunity so there will be an inevitable ‘VoIP service’ land grab situation as the copper switch off deadline approaches.

bOnline are the only VoIP service in the UK dedicated to servicing small businesses and their ability to help customers switch from landline to VoIP in 2 minutes is a real game changer. Taking inspiration from their position as “VoIP for small business heroes” we wanted to put the emphasis categorically on the small business owners, after all, they’re the real heroes here… the VoIP switchin’ heroes!

RESULT:
Our focus was on empowering small business owners. By switching to bOnline not only would they be joining the UK’s most awarded VoIP system, but they would also be getting the opportunity to switch to 5GB broadband ahead of the BT copper landline switch off.

From concept and art direction, to design and implementation, we created a campaign that utilised the new brand in a personable and upbeat manner. This concept rolled out across digital/social advertising, direct mail and email CRM.

Email Made Easy
An important component to the delivery of the email campaign was to create an easy-to-use modular drag and drop system for bOnline’s internal team to use in Brevo. This enabled them to act quickly, and consistently, when communicating with their customers.