Trust is hard won in telecoms, and even harder to rebuild once customers feel misled by hidden terms. That is the tension at the heart of the latest media campaign Ireland is watching closely, as Imagine Broadband returns to market with a bold new proposition built around simplicity, transparency and a direct attack on broadband small print.
Imagine Broadband has unveiled a new brand platform, Imagine Broadband Better, alongside a campaign created by independent agency Ringers. The work positions the provider against one of the most familiar frustrations in the category: advertised prices that come with caveats, qualifications and unwelcome surprises tucked behind an asterisk.
Why This Media Campaign Ireland Matters
In a crowded broadband market, pricing claims can often feel interchangeable. What sets this media campaign Ireland story apart is that Imagine is not just promoting speed or value; it is targeting consumer distrust itself.
The core message is simple: no asterisks, no hidden catches and no unexpected price jumps. Imagine says customers will get a contract price frozen for five years, along with the option to leave if the service does not meet expectations. That combination turns a typical broadband ad into a broader brand statement about fairness and clarity.
For Irish consumers, that proposition is likely to resonate. In categories like home broadband, many buyers have experienced introductory offers that later rise in cost or include conditions that were not obvious at first glance. By centring its communications on the removal of small print, Imagine is tapping into a genuine market pain point rather than inventing a marketing one.
The Creative Idea Behind Imagine Broadband Better
The campaign’s creative execution gives that promise a memorable form. Ringers, working with Irish illustrators The Project Twins and animation studio Digital Beast, personifies the dreaded asterisk as a cast of suspicious, troublemaking characters. The concept turns an everyday symbol of consumer frustration into the campaign’s villain.
This approach is effective for several reasons:
- It makes a familiar broadband issue instantly visual
- It gives the campaign a distinctive brand asset
- It communicates transparency without sounding dry or overly corporate
- It helps Imagine stand out across multiple channels
Voiced by Gabriel Adewusi, the creative uses humour and character design to dramatise the problem many customers already understand intuitively. Rather than listing contract features in a purely rational way, the work transforms hidden terms into something viewers can instantly recognise and dislike.
That clarity is important in any successful media campaign Ireland brands launch today. Audiences are exposed to huge volumes of messaging, so campaigns that translate a complicated category issue into a simple visual metaphor often have the best chance of cutting through.
Channel Strategy and Rollout
The campaign is running across radio, digital audio, video on demand and social media, giving Imagine a broad but targeted communications mix. That media selection reflects how modern telecoms campaigns need to work: building awareness at scale while also reaching consumers in more personal, repeatable environments.
Key channels in the rollout
- Radio: ideal for frequency and mass reach
- Digital audio: useful for targeted listening moments and message recall
- Video on demand: brings the animated asterisk characters to life visually
- Social channels: supports sharing, short-form storytelling and audience engagement
Digital media was handled by Core Optimisation, while media duties were managed by Digital Impact. Together, that mix suggests a campaign designed not just for visibility but for consistency across touchpoints, ensuring the “no asterisks” idea remains coherent wherever audiences encounter it.
What Imagine and Ringers Are Saying
According to Catherine Durkin, director of sales and marketing at Imagine, the campaign addresses a deeper category issue than price alone. Her view is that distrust is the real challenge in broadband marketing, and the new platform is intended as a direct answer to that scepticism.
That framing is significant. Rather than claiming to have simply launched another competitive plan, Imagine is attempting to reposition itself around trust and ease of understanding. In strategic terms, that gives the brand a clearer emotional and commercial territory.
Ringers managing director Miriam Hendrick also highlighted how the idea emerged from a conversation with Imagine CEO Niall Tallon about his dislike of broadband asterisks. From that spark, the agency developed a creative route that turns a common annoyance into a sharp, ownable campaign device.
That kind of insight-led thinking is what helps a media campaign Ireland observers can admire move beyond tactical advertising into stronger brand building. The best campaign ideas often come from a frustration people already feel but rarely see addressed so directly.
Why Transparency Is Becoming a Stronger Marketing Tool
There is a wider lesson in this launch for marketers across Ireland. Consumers are increasingly alert to vague claims, conditional offers and pricing complexity. In that environment, transparency is no longer just a compliance issue; it is a competitive advantage.
Brands that can make their proposition feel easier to understand may gain in several ways:
- Higher trust at the point of consideration
- Stronger differentiation in a cluttered market
- Better long-term customer relationships
- Greater consistency between marketing promise and service experience
For Imagine, the challenge now will be ensuring the product and customer experience fully support the campaign’s promise. The creative idea is strong, but campaigns built on transparency create high expectations. If delivered well, however, the brand could turn a familiar source of consumer irritation into a meaningful point of distinction.
A Notable Media Campaign Ireland Will Be Talking About
As a category relaunch, this is a smart and well-timed move. Imagine Broadband Better takes a common industry weakness and flips it into a clear brand platform with visual personality, broad channel reach and a proposition rooted in customer reassurance.
For anyone tracking standout creative work in the market, this media campaign Ireland example shows how a simple insight can become a powerful strategic platform. By declaring war on the asterisk, Imagine and Ringers have created a campaign that is easy to grasp, difficult to ignore and highly relevant to how consumers feel about broadband today.
The takeaway is clear: in a market full of fine print, the brands that communicate most plainly may win the most attention and trust. This media campaign Ireland launch proves that honesty, when turned into compelling creative, can be a very strong selling point.
