Challenger broadband provider Rebel Internet has kicked off a multichannel campaign to mark the nationwide launch of its services following a year in testing.
The campaign, created in partnership with Leagas Delaney, takes aim at four areas where it considers the current broadband market to be “failing” customers – technology, lengthy contracts, customer service and high price rises. vIt has launched with a suite of Spotify audio ads highlighting Rebel Internet’s promises of advanced Wi-Fi technology, transparent prices with no minimum contract period and 24/7 UK-based customer service.
Gareth Davies, CEO, Leagas Delaney said: “We have all experienced unreliable Wi-Fi, but we were appalled when we discovered the extent of what was going on in the category. This campaign is designed to challenge convention and to let people know that – finally – there is a compelling alternative to Big Broadband.”
Multi-platform digital display
The Spotify activity will be supported by digital display across Meta, LinkedIn and Reddit to drive customers to learn more on the Rebel Internet website, which has been redesigned and rebranded by Leagas Delaney. vPaid media support will also promote blog content and PR coverage, with media strategy provided by The Kite Factory.
Tucker George, Co-founder and CEO of Rebel Internet, said: “The broadband market is controlled by a small number of big broadband providers who have trapped customers and stifled any effective competition. These companies spend hundreds of millions of pounds on confusing marketing, trap customers into long-term contracts laden with onerous terms, and deliver the same basic broadband and Wi-Fi that often doesn’t work as promised.
“Until now, customers were kept in the dark and had no choice but to suffer this mistreatment. That changes today. We mean it when we say a rebellion is coming.”