Openreach is the UK's digital network. It connects homes, mobile phone masts, schools, shops, banks, hospitals, libraries, broadcasters, governments and businesses – large and small – to the world.
Lansons worked with Openreach on a broad and creative corporate communications programme aimed at B2B audiences with a particular focus on those in the Critical National Infrastructure sector, to raise encourage voluntary migration ahead of the 2025 Digital Telephone Upgrade from the existing analogue telephone system.
The creative B2B campaign sought to drive awareness of the migration period and ultimately encourage businesses to upgrade at the appropriate time during the voluntary migration period; an initial phase to test the concept gave the opportunity to reflect on feedback and findings before a broader rollout.
The concept – revolved around the idea of a ‘stepping-stone’ action – acknowledging that businesses might not prioritise migration yet but would want to register interest for a later date. Business leaders were encouraged to sign up to a ‘Call Waiting List’ newsletter which would give them targeted prompts when it was time to take action. Lansons developed bespoke video, interactive infographics and advisory content to prompt audiences to sign up to the newsletter.
The content thus far has driven hundreds of business owners to sign up, with approximately a third in the highly relevant CNI sector.