Be Broadband, the premium broadband service owned by O2, is to run a major experiential campaign in London rail stations.
Aimed at the male market, the campaign features massage chairs within large “Broadband Heaven” capsules with 40 inch plasma screens showing male-oriented content such as football and comedy clips.
The consumers can get a free drink, text to win a free music track, take home a free 1gb memory stick, sit on a massage chair and watch a selection of great film and TV moments while they relax.
Outside the capsule, which will display the headline “Praying for better broadband?”, consumers will be able to type in their home phone number to see what their Be Broadband speed will be if they subscribe to the service.
The capsules will be sited in Paddington, Victoria, Liverpool St and Canary Wharf stations and staffed by promotional agents supplied by Engage UK.
The campaign is being run by Look Media. Creative work is by My Agency, the media agency is BLM and the poster specialist is Kinetic.
Unlike other broadband suppliers, Be Broadband does not “squeeze” the bandwidth of heavy users, slowing down their download speeds to save capacity, and so it appeals to a spectrum of users from heavy gamers to advertising, media and financial professionals.