Broadband newcomer Relish, which offers fast speeds in central London without the need for a landline or the costs of installation, is launching a highly targeted acquisition campaign through Soul.
The direct mail campaign for the service, which uses a simple 4G hub that plugs straight into the mains socket, uses micro-targeting at street and premise level to reach those households that Relish can service with its fast broadband, in any given postcode.
The creative combines a light-hearted tone of voice and illustration with a challenge to the low expectations that many people have when it comes to broadband provision in their area.
There are over 60 different variants aimed at different pockets of London. Headline examples include ‘over the hill’ for Notting Hill, ‘monumentally bad’ for Monument, even ‘Isle of Dog’s dinner’ gets a mention – all complemented with illustrations of landmarks and architecture familiar to each locality.
The creative integrates with London-wide brand advertising created by The Corner. Relish head of marketing Sally Sommers said: “Our aim is to make access to fast broadband as straightforward and simple as possible, eradicating the need to pay landline fees. We wanted a campaign that tells this story to Londoners, in a manner that is relevant, hard working and entertaining. Acquisition is the main goal, but it’s important that every communication contributes positively to London’s understanding of our brand.”
Soul managing director Mike Cullis added: “Research and data highlighted that many pockets of central London struggle with speed and quality of service when it comes to broadband. Our creative solution plays brilliantly with that data, talking to households specifically in those pockets and introducing Relish as a refreshing alternative to them and their neighbourhood. We believe it will raise a smile and achieve the impact that we need in a cluttered market.”
Original article published 9th December 2014 in Decision Marketing