Finding an edge in UK home broadband category marketing is virtually impossible. Charged with launching TalkTalk’s Future Fibre product, we knew dozens of other operators would have access to the same Openreach full fibre footprint, all competitively priced, and many with similarly well-known brands, many of whom were bigger and had the advantage of a high street presence.
We knew our prized early adopter upgrader audience would be heavy bandwidth users at home and on the go, streaming video, audio and using voice assistants more than most. We also knew that every other competitor would have the same data, so would be planning these same channels.
What we did
We realised it would be a race to bring TalkTalk’s offer to life, household by household, timed perfectly with Openreach’s upgrade rollout.
Creating a differentiated media strategy based on speed with a limited budget would take data, agility and focus.
We knew we needed to get to the right households, reach them faster and with disproportionately higher share of voice vs bigger rivals and with minimal wasted media.
We needed to turn one national media and creative brief into thousands of automated, integrated street-level activations.
To target the right households, we cross-referenced every household in the UK for likely interest in Future Fibre, bringing a range of audience signals (such as household income/affluence, size of household, digital usage, age) into a single propensity score. We then filtered these using the physical availability of Future Fibre rollout.
To reach them faster than competitors, we pushed GroupM’s new cross channel, hyperlocal technology, ‘Unmissable’, to its limit. This brought together street-level targeting to connected TV, audio, social, programmatic mobile and display, and Out of Home channels. We delivered all three core media objectives in concert: ‘Excite’ audiences about the new product, ‘Educate’ – about the product benefits, and ‘Convert’ – prospects to lead and sale. All three worked together to surround and personalise to hot prospect households more intensively than bigger budget, but slower moving competitors.
To eliminate waste, for the first time we brought together targeting propensity map data, rollout map data, and inventory and conversion data from partners including Xaxis (programmatic audio, video and display), Finecast (connected TV) and Kinetic (OOH). This sped and automated ad delivery and fed a single client dashboard to track performance and unlock client budgets as each stage unfolded.
The campaign successfully moved TalkTalk brand perceptions – significantly above norms in the broadband category and for a hyperlocal campaign.
boost in ‘quality broadband’ perception
boost in purchase intent
boost of new customers in targeted areas