Let’s be honest

Let’s be honest

Client: Community Fibre

My role: Creative Director across brand campaign concept, design system, TOV and integrated channel execution.

The brief: Community Fibre needed to carve out a real point of difference in a crowded market dominated by the big broadband providers. No more generic telecoms advertising. The aim was to launch a brand campaign across OOH, digital and all paid channels in Croydon, build awareness and ultimately drive sales, behaving like the challenger brand they actually are.

What we made: Built on the insight that customers are six times more likely to buy from a brand they trust, we developed the "Let's be honest" campaign. Bye bye broadband industry jargon, hello plain-talking copy that let Community Fibre's track record do the talking. We created a bold, flexible design system that looked nothing like any other provider in the category, and ran it through the full funnel across integrated offline and online channels including OOH, paid social, display and video.

Results: Orders up 20% while CPO reduced by 14%. The campaign also lifted search volumes for "broadband in Croydon" by 68%, shifting the dial for the entire category in the area.