Fiber Vibes

As Whidbey Telecom prepared to launch a multi-gigabit fiber internet service, they tapped Speak! to drive consumer awareness and action. We identified the need for a creative platform that would position the brand at the heart of digital enablement on Whidbey Island. 

Our first step was compiling behavioral research on the audience — a group we nicknamed “The Presence Makers.” As communicated by the name: they’re fueled by a drive to make their presence felt and experience as much as possible, in the best way possible. Each one is on their personal journey to stand out and to make their name known, most notably through gaming, digital content, tech, entertainment, art, and work.

A central aim of our campaign was to focus on the awe and wonder of technology, rather than internet speeds. Our theme “Fiber Vibes” helped customers rethink their internet and open their homes to a world of possibility. Individual executions targeted key personas — gamers, content creators, family fun leaders, and work-from-homers.