WALES-based telco, Ogi, is tapping into the nation’s everyday habits for its 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 its 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.
Describing the aim, Brand Manager, Adam Davies said: “lean into our distinctive Welshness in a way that feels authentic and disarming.
“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 Ogi’s 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
She said: “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.
Owning a distinctive tone and mining local cultural insight, Ogi continues to set itself apart from the generic promises of speed and price that dominate the broadband industry. And in a sector where customer experience is often invisible until it fails, the brand is betting that a knowing smile will travel further than another megabit speed boast.
