UK government launches media campaign to push superfast broadband

The UK government has launched a media campaign to push a £1.7-billion plan to provide speeds of 24Mbps or more to UK homes and businesses.

Around 78 per cent of premises in the UK boast superfast broadband and the figure is set to increase to 90 per cent by 2016 and 95 per cent by 2017.

According to Broadband Delivery UK chief executive, Chris Townsend, superfast broadband would transform the way people worked and drive growth. He added it formed a key part of the government's long term economic plan.

He added the rollout was on track with 1.5 million homes and businesses now having access, evidence however suggested that many consumers and small businesses did not know that superfast broadband was available in their area, or what they needed to do to take up the service.

Broadband Delivery UK, launched a TV ad to promote the benefits of its investment in improving internet access.

The campaign created by Enter includes TV, as also press, out of home, digital out of home, digital and radio ads.

In the TV ad, a voiceover urges viewers to get superfast broadband: "Welcome to the superfast nation. Now's the time to get superfast broadband."

Rooney Carruthers was the campaign's creative director while the strategic director is Justin Gibbons and the ad was directed by Carl Addy through The Mill.

According to Townsend, Broadband Delivery had teamed up with Enter on a multi-channel marketing campaign to raise awareness, highlight the benefits and support take-up.

He added the new team at Enter had created an exciting and vibrant ad which would have real cut through with the target audience.