Rebel Internet: Rebels go looking for trouble

Rebel, a broadband provider, developed the UK's only WI-FI subscription service to launch the brand nationwide, show momentum and profitability to attract funding and shock customers out of their inertia with the truth.

Executive Summary

The UK broadband market is broken. Traditional providers compete over speed and price, while customers are left with unreliable Wi-Fi. Founded by two ex-BT execs to provide the internet service we all deserve, Rebel is a new provider revolutionising home internet.

The brand was already in-market but 'in beta'. Our brief was to launch Rebel nationwide with new targeting, new messaging, new website, new visual identity. Only the name was sacred: they're Rebel for a reason. We just had to figure out what it was and why anyone should care; starting a revolution isn't easy. The broadband market...

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