400 vans to drive new mobile advertising campaign
400 newly decorated Openreach vans will start hitting the streets of Britain today as part of a new campaign to promote IPTV services delivered via fibre broadband. The maxi vans, which are being driven by hundreds of recently recruited Openreach apprentices and engineers, are adorned with giant images to promote interactive HDTV, video on-demand (VOD) and TV catch-up services. These smart television features are increasingly reliant on superfast fibre broadband connections, which are being installed across the country by Openreach.
The new liveries have been designed and produced in conjunction with design agency Westhill and Stewart Signs, and Openreach hopes the imagery will drive awareness of both the availability of fibre and the link between superfast broadband and the next generation of home entertainment.
Rob Lee, Director of Marketing and Communications, Openreach said: “Our broadband infrastructure is right at the heart of the booming smart TV market and we’re driving that message home, literally, to every home and business that we visit in these new vans. We want people to get more out of their TVs, and these wonderful images – which depict spectacular movies and documentaries – are a sign of how people can now steer their TVs in any direction they want to go. That’s particularly true if they take advantage of the superfast speeds and generous bandwidth available on fibre broadband.
“Openreach vans travel, on average, around 9000 miles per year, so they really are the perfect way for us to communicate with the whole nation. We hope these vans will turbo charge our own customers’ efforts as they seek to deliver exciting new TV services into homes across the UK.”
The vans will come into service gradually over the next two months and feature three distinct designs:
- “Dinosaur” For TV services with bite
- “Hummingbird” No more humdrum TV
- “Astronaut” Stellar TV on demand
Internet users with a fibre broadband connection can do much more online, all at the same time. A family can download a movie, watch a TV replay service, surf the net and play games online simultaneously. Chart hits can be downloaded in around two seconds, a CD in 30 seconds and a feature length HD film in 10 minutes.
Upload speeds are the fastest widely available to consumers in the UK, with large video and data files being sent almost instantly and hi-resolution photos posted online in seconds. And high quality voice and video calls mean businesses can keep in touch with customers while they cut down on travel.
For further information on Openreach’s fibre broadband programme visit www.superfast-openreach.co.uk