Rewiring expectations of full-fibre broadband
The drive for full-fibre broadband infrastructure across the UK has attracted significant capital investment, creating many new fibre network build companies and full-fibre broadband brands. Whilst the traditional broadband incumbents have struggled with customer service and network reliability issues, the market has created opportunities for agile, customer focused brands to bring better technology, products and services.
We identified a powerful insight in that customers often don’t switch providers, despite better face value, due to low category expectations and perceived risk. This created the opportunity to position a strong challenger brand to disrupt the perception of value in the category.
We built the brand positioning on the idea of ‘We’ve got YOU’, a promise that reflected YOU’s category-leading customer satisfaction ratings and the empowerment that YOU’s ultrafast broadband brings to customers.
We revolutionised the brand identity with a shorter take on the name to bring focus to the customer (moving from YouFibre to You). In addition, a punchy and distinct colour system; a personality and tone of voice designed to deliver the challenger spirit; and a through-the-line national launch campaign produced to land the brand and enable performance marketing. From 20,000 customers to a number now well over 100,000, a new approach to building a challenger brand in the category is driving exponential growth, taking YouFibre to the second largest 'AltNet' in the UK.
Rewiring expectations of full-fibre broadband
The drive for full-fibre broadband infrastructure across the UK has attracted significant capital investment, creating many new fibre network build companies and full-fibre broadband brands. Whilst the traditional broadband incumbents have struggled with customer service and network reliability issues, the market has created opportunities for agile, customer focused brands to bring better technology, products and services.
We identified a powerful insight in that customers often don’t switch providers, despite better face value, due to low category expectations and perceived risk. This created the opportunity to position a strong challenger brand to disrupt the perception of value in the category.
We built the brand positioning on the idea of ‘We’ve got YOU’, a promise that reflected YOU’s category-leading customer satisfaction ratings and the empowerment that YOU’s ultrafast broadband brings to customers.
We revolutionised the brand identity with a shorter take on the name to bring focus to the customer (moving from YouFibre to You). In addition, a punchy and distinct colour system; a personality and tone of voice designed to deliver the challenger spirit; and a through-the-line national launch campaign produced to land the brand and enable performance marketing. From 20,000 customers to a number now well over 100,000, a new approach to building a challenger brand in the category is driving exponential growth, taking YouFibre to the second largest 'AltNet' in the UK.
Rewiring expectations of full-fibre broadband
The drive for full-fibre broadband infrastructure across the UK has attracted significant capital investment, creating many new fibre network build companies and full-fibre broadband brands. Whilst the traditional broadband incumbents have struggled with customer service and network reliability issues, the market has created opportunities for agile, customer focused brands to bring better technology, products and services.
We identified a powerful insight in that customers often don’t switch providers, despite better face value, due to low category expectations and perceived risk. This created the opportunity to position a strong challenger brand to disrupt the perception of value in the category.
We built the brand positioning on the idea of ‘We’ve got YOU’, a promise that reflected YOU’s category-leading customer satisfaction ratings and the empowerment that YOU’s ultrafast broadband brings to customers.
We revolutionised the brand identity with a shorter take on the name to bring focus to the customer (moving from YouFibre to You). In addition, a punchy and distinct colour system; a personality and tone of voice designed to deliver the challenger spirit; and a through-the-line national launch campaign produced to land the brand and enable performance marketing. From 20,000 customers to a number now well over 100,000, a new approach to building a challenger brand in the category is driving exponential growth, taking YouFibre to the second largest 'AltNet' in the UK.
