MAY 2025 | BRAY & CO PROPELS FIDIUM FIBER TO RECORD SALES WITH “FLOATING ON AIR” BRAND LAUNCH

Elevating America’s Favorite Fiber Provider Beyond the Category

NEW YORK, NY — May 22, 2025 — When you redefine expectations, you redefine the market. Which is why Bray & Co is thrilled about the launch of "Floating on Air," a massive integrated 360 brand campaign for Fidium Fiber. It resulted in the brand’s highest recorded year-over-year growth in new fiber sales, a major lift across every awareness metric, and a 2X increase in click-through rates.

This campaign was designed to rise above the technical jargon of the internet industry and establish Fidium as a provider that inspires customers to become superfans. By focusing on emotional resonance over bits and bytes, we successfully positioned Fidium to become America’s favorite fiber provider.

Defying the "Sea of Sameness" Through Creative Audacity

The internet industry as a whole is notorious for a "sea of sameness.” You’ve likely seen it: the generic stock footage of families staring at screens and uninspired speed-test graphics. To achieve true competitive differentiation, our creative agency took an almost-literal leap of faith.

It started with a complex production where we suspended actors in mid-air to capture the weightless, worry-free feeling of extraordinary internet. This stunning visual metaphor spanned TV, social, radio, print, and digital, creating an "aha moment" that helped suburban and rural consumers realize exactly what they’d been missing with their mediocre providers. Because anyone can sell speed, but we were selling peace of mind.

A Full-Funnel Strategy Powered by Behavioral Insight

Our Elevate Method™ revealed a crucial behavioral hurdle: while consumers know fiber is better, the perceived cost of switching often feels too high. To overcome these subconscious barriers, "Floating on Air" utilized a multi-channel blitz – including CTV, Meta, direct mail, and traditional radio – to nurture loyalty and drive word-of-mouth. 

We focused on establishing the product truth that extraordinary internet feels like Fidium. In doing so, we transformed a utility into a lifestyle essential and drove performance at every level of the funnel.

A Modern Brand Transformation for a Booming Market

This year-long campaign was transformative for Fidium, modernizing the brand identity and opening the door to a more professional, creative messaging platform. 

By appealing to new audiences with sincere, human-centric storytelling, we didn't just drive brand equity; we redefined the category expectations. Because at Bray & Co, we pride ourselves on work that moves the needle from functional to emotional, where a campaign like "Floating on Air" sought to win the market by first winning over the hearts of our audience..