Openreach
The Brief
Openreach needed to communicate the urgency of the UK's PSTN switch-off, positioning itself as the leader in the transition to digital networks. The campaign aimed to drive action from communications providers and businesses while reinforcing Openreach's role in modernising national infrastructure, targeting telco and tech media.
The Insight
Confusion around the deadline extension led many organisations to delay action, while competitors framed Openreach as legacy infrastructure. The campaign needed to shift perceptions and demonstrate the benefits of digital migration.
The Strategy
We developed a position paper and the ‘Review, Test and Switch’ campaign, reframing the migration as an opportunity to future-proof UK connectivity. Through thought leadership, proactive media engagement, and refreshed owned content, we equipped Openreach spokespeople to lead the national conversation and provide clear, practical guidance for businesses and communications providers.
The Impact
The campaign secured 45 pieces of coverage, including all major telco media, in addition to tech press such as The Register, TechRadar Pro, IT Pro, reaching over 100 million people. It established Openreach as the leading voice on the UK's digital transition while giving businesses a clear roadmap for preparing for the PSTN switch-off. Openreach was so impressed with the results it is working on a fully integrated campaign with Babel in 2026 to promote the final sprint of the PSTN switch off.
