Otelco Advertising Campaigns

Research

Otelco is a internet provider bringing fiber to locations all around the United States. They had little brand recognition in the areas they were building fiber and needed a campaign to introduce them to new customers.

The first campaign had to be built using a brand that had very few existing elements and had to educate on the benefits of fiber over cable. The ads were being launched in a location where OTELCO wasn’t the cheaper then cable so the differences between the two mediums were important in convincing potential customers.

Campaign 1: The Future is Fiber

by using the difference between dial up and cable as an anchor we are able to better show fiber as the next evolution of the internet. Using a very limited brand pallet and no existing brand elements we built an ad that is visually engaging and expands on the existing brand pallet. The simple depictions of each medium visually show the differences in internet speed capabilities. This campaign also included animated display ads and print ads.

Campaign 2: Rooted In Maine

Building on the assets created in the first campaign the strategy of the second campaign was to educate that we are investing in Maine infrastructure and have an office in Maine. The illustration style combined with the use of fiber strands connects this video with the previous campaign and builds on the brand image.

Campaign 3: Good News

OTELCO rebranded and changed their name to GoNetspeed. We had to create a campaign to inform customers of this change and eliminate brand confusion. By using the old imagery and voice we created a transition ad that felt like our previous ads but also teased the new brand. We built a landing page and display ads as well to continue to gather leads during this transition.