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 - not least pricing and choice fatigue - for people seeking to buy broadband.

Creativity

20 short films were produced based on data analysis that revealed specific audience needs, and were targeted at priority segments to increase relevance and minimise waste. The best-performing videos were optimised and retargeted.