Turbulent Waters in a "Sea of Same."

In a crowded and competitive environment, cable and fiber internet service providers are becoming undifferentiated within the marketplace. As they each boast about their gigabit speed, bandwidth, and latency benefits, consumers are tuning out. Nowadays, internet speed is a given and has become a commodity offering. Most importantly, customers don't buy fiber. They buy what it does for them.

Customers want simplicity, especially with advanced technology.

Digital families with heavy internet reliance expect their fiber to always perform for their life focuses: work, school, gaming, and entertainment. They want better and more reliable internet performance that only fiber can offer. These customers are looking for offerings that are simple, with no frills, and different. We also discovered a need within underserved communities that were looking to update their infrastructures to the latest technologies.

Internet. For Life. 

Spotlighting HyperFiber^® as “the last internet decision you will ever need to make,” we developed a messaging approach designed to simply complement the way families use the internet in all aspects of their lives. We paired this with a fresh design approach that was clear, clean, and colorful and featured unique graphics and animation. Our brand activation strategy included a website, robust creative brand asset library, full customer data platform build, and on-going campaign and new market roll out support.

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