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TalkTalk's ‘Fairer Broadband for Everyone’ Lines up New Brand Positioning

08/10/2018
Advertising Agency
London, UK
491
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Disruptive new campaign by The&Partnership will see TalkTalk take over some of the UK’s most iconic OOH sites

TalkTalk will today take over some of the UK’s most iconic digital out-of-home sites with a disruptive new campaign from The&Partnership, ‘Fairer Broadband for Everyone’ – celebrating the many and varied tribes that make up the British population and how they use the internet.

Following on from TalkTalk’s award-winning 2016 campaign ‘This Stuff Matters’, also from The&Partnership, the campaign will mark the evolution of the creative strategy for the broadband provider, moving the brand on from putting one real family at the heart of its creative communications.

‘Fairer Broadband for Everyone’ aims to illustrate and celebrate the infinite number of tribes that make up the British population – from gamers to house movers to young families to home exercisers, flat-sharers, selfie-takers and boxset bingers – highlighting how the internet enables those tribes.

The work will break first with an out-of-home campaign across famous UK sites including the London Waterloo IMAX, Storm Cromination in West London, the Salford Arch in Manchester, as well as key sites at Waterloo, Birmingham New Street and Manchester Piccadilly stations, delivered by Kinetic in partnership with m/SIX.

The work was shot in a unique style by photographer Robbie Cooper, with subjects shot in film gazing directly into camera without the photographer present, to capture candid, off-the-cuff stills. 

A data-driven, targeted campaign will follow, spanning direct response TV, video-on-demand, digital and social – targeting audiences at an individual level with platform-relevant, individually tailored messages designed to resonate across all of Britain’s many tribes. The campaign will roll into 2019, supported by more above-the-line work in the new year. 


The campaign will embrace TalkTalk’s challenger spirit, as a brand that strives to do things differently for its customers, bringing to life its ambition to democratise technology and making sure everyone can connect to the things that matter to them the most, at an affordable price.

The driving message of the campaign is that the people of Great Britain are getting an unfair deal on their broadband. The work aims to communicate all the reasons Britain should consider a fairer deal from TalkTalk when looking for a new provider: Low, Fixed Prices on Fibre Plans, a brand new market-leading Wi-Fi Hub, and a 30-Day Great Connection Guarantee.


David Parslow, Group Marketing Director at TalkTalk, said: “We know consumers feel cheated when their bill goes up mid-contract, or when their provider doesn’t deliver the connectivity they were promised and continue to pay for. We’re challenging the rest of the industry to follow our lead and put an end to these unfair practices. Fairness lies at the heart of everything we do as a business, and it’s our mission to provide fairer broadband for everyone with a campaign that reflects and celebrates the many varied tribes of Britain.”

Micky Tudor, Joint Executive Creative Director at The&Partnership, said: “This is an exciting start to the progression of the brand positioning for TalkTalk – celebrating the importance of fibre broadband to help connect, enable and empower the diverse tribes of Britain and challenging the status quo within the unfairly priced broadband sector. We’re really looking forward to working with TalkTalk to roll out more ‘Fairer Broadband’ work in the new year.”

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