Case Study
Fidium Fiber
Record growth in a commodified category.
Challenge
Internet and fiber service is a deeply commodified category where nearly every brand competes on the same price and speed claims, making it difficult for any provider to build real emotional differentiation or drive response in a channel, direct mail, known for being ignored.
Creative Solution
We positioned Fidium as the antidote to real, lived-in internet frustrations rather than cold-selling speeds and prices, launching "The Fidium Effect" brand platform and direct mail built around relatable "experienced annoyances," paired with a confident "Enough already!" tone across TV, OOH, social, print, radio and direct mail.
Results
The campaign drove an 11.38-point lift in direct mail response versus market controls, with the best-performing piece delivering a 35.2% lift, alongside record growth for the brand in a commodified category.
The Challenge
Record growth in a commodified category.
The Approach
Brand Strategy · Direct Mail · Integrated Campaign · Creative · Media
The Result
Record category growth
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