CHALLENGE
London, a global hub of business and culture, faced limitations in internet speeds due to a single underlying fiber network managed by BTOpenReach. Following the passage of new legislation (PIA - Passive Internet Access) allowing for independent network construction, Vorboss seized the opportunity. They covertly installed 500km of state-of-the-art fiber beneath the streets of London, delivering a minimum speed of 10Gbps — a starting point where most internet service providers max out. Vorboss approached West to build and launch their brand in London, aiming to stand out in a mature, commoditized market as a newcomer in a mission-critical service sector.

PROCESS
To address the challenges of being a new entrant in this critical service industry, we developed a brand strategy designed to differentiate Vorboss from conventional ISPs. We began by creating a futuristic, high-fidelity visual and verbal brand identity that conveyed innovation and reliability.

This was propelled out into the world through a comprehensive, city-wide ad campaign that included various out-of-home executions, animations, and podcast ads targeting businesses across London. The brand voice and identity were crafted to emphasize Vorboss' commitment to delivering exceptional service, accessible employment opportunities, and cutting-edge technology.

IMPACT
Vorboss launched its campaign publicly across London in September 2022, culminating in a high-profile event at Somerset House attended by business leaders, partners, and press. A fireside chat featuring CEO Tim Creswick and David Rowan, Founding UK Editor-in-Chief of WIRED, unveiled the company's groundbreaking 10Gbps minimum product.

The campaign's visibility extended to major transport hubs like Waterloo and Liverpool Station and news outlets such as The Economist, announcing Vorboss' arrival as a must-watch player in London's internet infrastructure landscape.