UK Online - Fastest broadband nobody had heard of...
Launch a premium high-end broadband service in a crowded cost-driven market.
The brand needed icon. We created an über online character that lived in a virtual world. Called simply 'the girl', our choice was a Team GB Olympic rhythmic gymnast. Placed her in an exciting, constantly evolving virtual world where anything digital and interactive was possible, she personified the speed, agility and contemporariness of the brand. 'Human spamming' and a motorised sofa were all part of the mix to reach a geeky, gaming and tech savvy audience.
On a budget 20x less than BT, customer base doubled within 2 years
Marketing Effectiveness Awards finalist
UK Online bought by BSkyB