ABOUT

The broadband market is ultra-crowded and ultra-competitive. With Government targets to provide 85% of the UK with gigabit connectivity by 2025, there’s a surge of ‘AltNets’ taking on the heavyweights of Openreach and Virgin Media. And it’s creating a gold rush to win tenders, lay cable and tempt consumers to switch their provider and upgrade their connection. Not all will win: in the overbuilding frenzy, reports suggest that lines being built amount to double the premises in the UK. But for GoFibre there’s everything to go for: their rural business model targets the towns and villages often bypassed by the bigger providers. So for people living with the daily frustration of poor Wi-Fi because of where they live, we had a golden opportunity to stand out and stand for something powerful.

This start-up broadband provider had big ambitions. To connect half a million homes and businesses across Scotland and Northern England. The towns left behind by the telecoms heavyweights. But how do you build a distinctive brand in a sea of alt-net sameness?

While other alt-nets battled over speed claims, we focussed on a distinctly positive offering of ‘unimaginable capability’. Digby the gopher is the furry face of our brand. An endearing fluent device who stretched his wee legs across our integrated marketing. Our phased, hyper-localised, multi-channel campaign synced with regional rollout. To build brand awareness, demystify tech jargon and perceptions that switching providers is a hassle. Digby also put his braces on to reach business audiences with a steelier ‘unimaginable confidence’ message.

The Results
In a super-fast turnaround of 4 months from pitch to launch, we’ve helped plan the customer journey, became experts at live-action puppetry, and delivered an integrated campaign toolkit. We’re also taking Digby on the road with an immersive branded truck. And he’s popping up in sponsorships and promotions too.

• 75% felt more positive about GoFibre after seeing Digby
• 88% liked the advertising and 72% agree it is different
• 4 months to plan the customer journey and deliver an integrated campaign toolkit
• 8.88x ROI after a regional investment of £68,875