Plusnet: Joe's Helpdesk

Plusnet, an internet services company, increased its share of voice in the UK by launching 20 short films to demystify jargon surrounding broadband.

Campaign details

Agency: Karmarama

Without the budgets to rival its competitors, Plusnet needed a fresh and hard-working way to drive sales.

Strategy

In keeping with the brand marketing, Karmarama and Plusnet identified areas where the telco provider could be genuinely helpful. Using a new data-driven approach to advertising allowed the business to target audiences it wouldn't normally reach through broadcast with a range of messages.

These highlighted the brand's purpose to be the UK's most helpful telco and "do people proud". Based on analysis of search, social and customer data, Plusnet played on the idea of clarifying jargon -...

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