We’re tapping into the nation’s everyday habits for our latest brand push – turning local gripes about trains, queues and general “faff” into a tongue-in-cheek celebration of something more positive: internet that works.
The outdoor campaign, created by our in-house, is rolling out across high-footfall spots in south Wales, from supermarket car parks to train station platforms, highlighting the everyday mundane – the sort you’ll hear standing in any queue – 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”. Adding: “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.”
It’s the latest move in our ambition to carve out a bigger share of the Welsh market against UK-wide giants. While much of the telco sector chases national reach, Ogi has built its proposition around hyper-local connection – both in infrastructure and in brand tone. That means ditching generic stock shots in favour of wry, culturally rooted humour that speaks directly to Welsh audiences.
The media plan reflects that local focus – appearing where Ogi’s target audiences naturally meet: busy shopping centres, commuter hotspots, and the routes into major summer music events. That hyperlocal choice mirrors the campaign’s creative insight – where everyday moments are fresh in people’s minds, priming them for the reveal of Ogi’s “real reliability” promise.
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 a boost to the brand’s credibility with the provider being named ‘Best Broadband Provider (Wales)’ in Broadband Genie’s inaugural regional awards.
