BIG IMPACT. MINIATURE BUDGET.
Everyone hates Big Cable. So for Gateway Fiber—a regional fiber optic internet provider for small towns, exurbs and rural areas—we created a campaign that's the complete opposite.
Really Nice Internet is a celebration of friendly service, fast speeds and fair pricing. The tone of voice is "Bless Your Heart", with heart and enthusiasm and just enough bite to keep things interesting. The visual direction embraces hand-made craft. It's deliberately the opposite of the contemporary, streetwise or futuristic design of most tech and internet companies.
Two :30s, four :15s, three :06s and myriad stills for social, display, direct mail and outdoor? Yup, that seems like a good way to turn a commercial into an asset library.
We haven't even scratched the surface of the ways we can use our assets in social, but carousels are a pretty good start.
Alas, not everything must to be doll-related. We continue the hand-crafted visual identity and upbeat tone with greetings card-style social and digital display ads.
BREAK THE BUNDLE.
It's not enough to have a strong brand platform. You also need to go out and encourage existing Big Cable customers to switch. We did that with a conquest campaign that reframes the cable bundle as a grab bag of negatives.
The work is built to match up with the Gateway Fiber website, to provide the least jarring customer journey possible.