Challenge

Transform Plusnet from a niche local broadband provider to a credible national player, despite only ever having a fraction of the marketing budget of its rivals.


How we helped do the right thing

We created a distinctively down to earth tone of voice that’s helped Plusnet stand out from the high-tech-jargon crowd. Our endearing and enduring brand ambassador, Joe, has positioned Plusnet as the straight talking, cheerful customer champion that’s dedicated to brilliant service at a great price – summed up in our brand promise, “We’ll do you proud.”


What happened next

Over five years of working with Plusnet, we’ve struck the right balance of everyday tactical brilliance and consistent long-term brand building across what’s become the longest running campaign in the sector. We now work across all aspects of Plusnet’s marketing – from ATL, to BTL, digital & PR – and each year is more integrated, innovative and exciting than the last.



Success

Plusnet punches well above its weight, with our most recent brand campaign achieving 45% recognition, despite just 2% share of voice.

Since working with us, Plusnet’s spontaneous awareness has risen from 1% to 22%. And 84% of those who are spontaneously aware of Plusnet would consider it. That’s 2.3x the conversion rate of Sky, 2.9x Virgin Media and 3.5x TalkTalk.

Over that time Plusnet has also more than doubled its customer base – and econometrics shows that our advertising has delivered £193m of incremental revenue, with an ROI of £4.05 for every pound spent.


£193m

incremental revenue driven by our advertising

£4.05

ROI for every pound spent