Educating broadband users about fibre rollout with TalkTalk
The problem
Very few people know the difference between FTTP, FTTC, broadband and full fibre. But as TalkTalk’s fibre roll out gathered pace, they wanted educate audiences and prove their solution was better than the rest in a crowded market place. But to do that, they needed high attention audiences, not just eyeballs.
The insight
Our core 25-44 audiences are hyper connected and live on their mobile devices. Despite being technically savvy, Ofcom’s data told us that there’s still a lack of understanding of the different types of internet connectivity as new technologies emerge. This wasn’t helped with geographic disparity in fibre rollout, with less than a third of the market (at the time) having access to any type of fibre connection, even less being aware of it. The picture between LS and WF postcodes, for example, being night and day.
The solution
Testing was key to make sure our brand partnership exceeded expectations. By targeting audiences with different messaging sets to see what would drive the most meaningful engagement, we gained deep insight as to the state of awareness and consideration of these fibre technologies across our Yorkshire markets.
We became one of TalkTalk’s highest performing channels with a stonking 7% conversion rate by using web content, social amplification and subscriber emails to identify and nurture readers into customers.
The results
Our campaign hit home with an average engagement time of over 3 minutes, well above the industry average, giving us the time to win people over. And as a result, Talk Talk secured 5,347 new acquisitions.
Plan your advertising campaign
If you are exploring advertising in Manchester, Leeds or Yorkshire, our team can help develop a campaign tailored to your audience and objectives. Speak to our team about reaching engaged readers across the North of England