Case Study | Digital Jersey
CONNECTED ISLAND
How do you build a destination brand for a smart island with the fastest internet speeds on Earth?
THE CHALLENGE
Digital Jersey is a government-funded organisation that promotes the economic growth and development of the digital sector. In a post-COVID world of digital possibility where entrepreneurs can work from anywhere, they still need a place to call home and people to share it with. Digital Jersey wanted to position Jersey as an exciting destination to relocate your digital business. The island of Jersey punches well above its weight in the digital arena, with the fastest internet speeds in the world, a connected community of 4,000 digitally skilled entrepreneurs, a business friendly government and fast travel connectivity to UK and European hubs. With so much to be excited about, if there was a bug in its code, it was definitely the general lack of brand awareness and weak perception of Jersey as a world-leading digital hub.
WHAT WE DID
Brand audit
Competitor research
Market research
THE TRUTH
Jersey has many technical features that make it a world-class technology hub, but then again, so do main competitors such as Estonia and Lisbon. We needed to carve a strong identity for the island from a unique creative territory the island could truly own.
We realised that little Jersey might have the fastest internet speeds in the world, lightning-fast 4G and IoT networks, but it’s unique advantage was that it wasn’t just an internet of things, it was an internet of people. In Jersey, you're never more than ten minutes from the sea, an hour's flight from the UK, or one hand-shake between you and the private investor who eats at your favourite seafood bar or the startup that pops up next door with the missing ingredient for your next big thing. Welcome to the most connected island on Earth, where connections run deeper than data.
WHAT WE DID
Concept development
Creative workshops
Brand narrative
Our campaign delivered on short-term lead acquisition and also met longer-term objectives including brand awareness and engagement over a longer cycle to convert awareness into enquiries.
THE SOLUTION
It was time to shift the dial by building a new storytelling platform for Jersey, the most connected island on Earth. We scripted and shot two emotionally-driven hero films from real-life case studies of how incredible digital things happened in Jersey through the power of connection. We devised a digital media strategy that targeted three distinct audience segments through targeted content in relevant industry channels that drove them to a campaign hub with richer information on relocation to Jersey. Our campaign delivered on short-term lead acquisition and also met longer-term objectives including brand awareness and engagement over a longer cycle to convert awareness into enquiries.
WHAT WE DID
Scriptwriting
Web design
Copywriting
Video production / GFX
Graphic design
Media strategy
