Today, Plusnet launches a new campaign platform, That’ll Do, as part of a fresh message to consumers about genuine value broadband without the need for bells and whistles. 

The communications provider has undertaken a large-scale project to create a unique position within the wider Consumer division of BT Group including BT and EE, drawing playfully on its Yorkshire roots for the new ad campaign.

The new platform is based on the much-loved Yorkshire expression ‘That’ll Do – used when you get far more than you bargained for; the feeling when something exceeds your expectations. That’ll Do is a refocus in Plusnet’s strategic direction, with a renewed push into the value market by concentrating on its three core strengths – simplicity, reliability and award-winning customer service.

The new creative - developed by Karmarama, part of Accenture Interactive – launches today with multiple executions across TV, radio, OOH, press, digital and social channels with a refreshed look and feel for the brand. It is the first time Plusnet has used OOH in a national campaign. 

Featuring the everyman brand character Plusnet Joe, the new creative builds on Yorkshire’s renowned sense of humour, comical observations and celebration of great value…albeit in a typically understated way.

Sam Calvert, marketing director, at Plusnet, said: “People don’t come to Plusnet for elaborate packages or add-ons they don’t need or will never use. They don’t expect bells or whistles. Our mission is to make the basic things brilliant, clear and simple for our customers and give them exactly what they ask for - great value broadband that just works. 

“This means straight-talking language away from jargon, no unexpected costs, wifi you don’t have to think about, and a human voice on the other end of the phone if you need support. 

“Starting with our new ad campaign today, every part of our brand and communications will now focus on these core messages as we look to redefine expectations of value broadband for our customers.”

Nik Studzinski, chief creative officer, at Karmarama, said: “In a category where outrageous claims and superlatives are the norm, it takes an incredibly confident brand to stay true to its values and talk to people in an honest and authentic way. A healthy dose of straight talking, Yorkshire understatement anyone? That’ll do.”