Introducing Open Fiber – campaign helped one in three to recognise GlobalConnect

The fiber-optic market is growing rapidly in Finland, but the concept of open fiber has long remained unclear to many people. Consumers often do not recognise the differences between providers or understand what “open fiber” means in practice.

In an open fiber network, the network owner and the operators are separate entities, giving consumers a wider selection of service providers to choose from. In an open fiber network, internet and TV service providers can be compared and competed against one another.

GlobalConnect’s Open Fiber campaign aimed to increase awareness of GlobalConnect — especially in the cities where GlobalConnect was actively conducting sales — while also building understanding of open fiber.

Strategy

The campaign focused on the core message: explaining open fiber in an easy-to-understand way. The messaging was designed to lower the threshold for learning more about the topic. The materials directed interested audiences to the campaign landing page.

From a media strategy perspective, precise targeting was chosen: the focus was narrowed to carefully selected cities and, further, to the postal code areas with the greatest sales potential.

The goal was to reach the right households at the right time — at a moment when fiber was a relevant decision.

Execution

The campaign was implemented as a broad multichannel campaign in which different channels supported one another and built visibility in stages:

• Digital channels reached audiences and drove traffic.
• Native advertising deepened understanding of open fiber.
• Digital outdoor advertising brought visibility to the urban environments.
• Print and local media strengthened local presence.
• Direct marketing reached households directly.

All advertising directed audiences to the campaign landing page, which explained the benefits of open fiber and allowed visitors to order fiber.

Results

The campaign achieved and exceeded its targets across several metrics.

Visibility and reach grew clearly beyond the set goals:

• Ad impressions exceeded the target by more than 43%.
• Reach exceeded 6.2 million.
• Landing page users exceeded the target by more than 34%.
• A significant change in awareness was seen within a short period of time: Brand awareness grew by an average of 93% in the focus cities.
• One in three people, 32%, recognized GlobalConnect after the campaign in the target areas.

Although the campaign’s primary goal was to increase reach and communicate the benefits of open fiber, its impact was also directly reflected in business results.

The Open Fiber campaign shows how a clear message and precise local targeting can drive real impact. OSG translated a complex concept into an easy‑to‑understand marketing campaign and executed it through a broad multichannel setup. We are very pleased with the result and strong uplift in brand awareness—where one in three now recognizes GlobalConnect.

Line Eide-Fredriksen, Director, Head of B2C Marketing, GlobalConnect

The campaign shows that growing awareness does not require mass reach — it requires precision. When the target audience is defined correctly and the message is clear, significant results can be achieved in a short period of time.

Local targeting, a multichannel execution, and a consistent message created a campaign that not only increased awareness, but also drove concrete actions and sales.