Fibrus is a fibre broadband provider on a mission to bring full-fibre connectivity to rural and underserved communities across Northern Ireland. In a market where the major telecoms providers had historically prioritised urban areas, Fibrus built its proposition for the people left behind: farmers, rural businesses, and households where reliable broadband had never been a given.
The brand needed to build awareness quickly and credibly in communities with good reason to be sceptical of infrastructure promises. Its core message, ‘No-nonsense, hard-working broadband’, was the right instinct. The challenge was reaching the right audience in the right environment, with the right tone, before the bigger telecoms brands caught up to the rural opportunity. The Balmoral Show, Northern Ireland’s largest agricultural show, was the single most concentrated place to reach that audience.
Gone Rogue designed and delivered a full brand activation for Fibrus at the Balmoral Show, building a large-scale exhibition stand that put the brand’s personality front and centre. The concept was approachable and direct, speaking the same plain-spoken language as its audience, with imagery of real families using broadband in rural settings. A ‘Grab a Prize’ mechanic drew footfall and created genuine dwell time for real conversations. Alongside the stand, we managed Fibrus’s external out-of-home presence at the Eikon Centre, with large-format window graphics reaching visitors before they entered the building.
The result was a brand activation that put Fibrus in genuine conversation with its target audience at Northern Ireland’s most important agricultural event, giving the team a platform to turn awareness into real leads in a community where trust is built face to face. The out-of-home presence extended that reach across the venue, keeping Fibrus visible to the hundreds of thousands who pass through the Eikon Centre across the show season.
Discipline
Brand Activation, Events, Out-of-Home
Services
- Exhibition stand concept and design
- Event planning and implementation
- Brand activation design
- Large-format OOH design (Eikon Centre exterior)
- Graphic design across all event materials
- On-site event management
