Wales-based telco Ogi has launched a new marketing campaign which uses humour around everyday gripes to celebrate ‘internet that works'.
The outdoor campaign is rolling out across high-footfall spots in South Wales, including supermarket car parks and train station platforms, highlighting the everyday mundane before flipping the narrative to land Ogi’s reliability message.
The aim, says Brand Manager, Adam Davies, is to “lean into our distinctive Welshness in a way that feels authentic and disarming”.
He added:
“Broadband isn’t something people want to think about – it just needs to work. But in a market of interchangeable claims, our personality and local roots give us permission to be playful, cheeky and unmistakably Ogi.”
The firm said this was the latest move in Ogi’s ambition to carve out a bigger share of the Welsh market against UK-wide giants. Ogi has built its proposition around hyper-local connection – both in infrastructure and in brand tone. It added that this means ditching generic stock shots in favour of wry, culturally rooted humour that speaks directly to Welsh audiences.
For Chief Revenue Officer, Sally-Anne Skinner, the campaign is as much about brand memory as immediate conversion:
“When someone’s broadband lets them down, we want Ogi to be the first alternative they think of. Humour is a brilliant way to create that stickiness, but it only works if it’s rooted in something the audience recognises as true.”
The ad campaign follows the provider being named ‘Best Broadband Provider (Wales)’ in Broadband Genie’s inaugural regional awards.
