Be Broadband

Integrated campaign that re-launched the brand, doubled membership for three years & retained users in a world of ‘free’ broadband.

Brief:
Be Broadband is an independent premium internet service provider. One of 333 ISPs in the market, charging £24 per month for a service that others like Talk Talk were advertising as being ‘free forever’. The market was extremely volatile, with consumers strongly influenced by aggressive promotions. Our brief; get Be noticed & recruit new users.

Solution:
Be Broadband needed to stand for something. The company was built by people passionate about and experienced in fast broadband. We decided to involve them and Be’s committed community of users. Both groups knew that broadband wasn’t a commodity, but the force unleashing a new world of communication, collaboration and creativity. Both the company and its members were visionary fans of broadband - this gave us our platform. Unlike phone operators or TV networks Be only did fast broadband. We were BE. Broadband Experts. Our simple creative vehicle made the company logo into an avatar, designed to give the brand personality and a campaigning attitude against Be’s faceless competitors.

Results:
My Agency's tightly targeted, cross media, connected communications programme for The Broadband Experts doubled subscriber numbers for three straight years. Be also maintained its premium price, despite the availability of free broadband. Be’s user community was the most active of any ISP in the UK, with over 30% of its members regularly contributing to the forum. Be’s fan base took to the campaign straight away and were soon creating their own avatars as they interacted with the brand. Be won ISP of the year and was eventually sold to O2 for £50 million.

Be - Mission Statement