Challenges and Objectives
Zen is a home and business broadband provider who have made it their mission to challenge the wrongs of the telecoms industry, namely, end-of-contract price rises, low levels of customer satisfaction and short-term tactics.
With the many glowing Trustpilot reviews from switchers who had found a better broadband provider, Zen were on a mission to spread the word while knowing they must contend with the larger budgets that more established providers had at their disposal.
Looking to credibly grow brand awareness with their target audience, Zen were searching for a media partner to efficiently maximise their share of voice across key fibre internet regions that were essential for business success.
Ideas and Implementation
As the UK’s largest commercial broadcaster, ITV was identified as the perfect platform for maximising the reach of the campaign and delivering the scale that was needed to achieve their commercial objectives.
Leaning in to our regionality allowed them to geo-target the key region of Granada, due to it offering the highest number of potential homes for customer growth and therefore the most efficient path for reaching their audience.
Zen created a playful series of relationship-themed stories that brought to life the frequent pain points that consumers had experienced with other internet providers. Their methodical regional focus meant that they were able to reach the two key segments of ‘Switchers’ (those in-market) and ‘Home Movers’ at scale and encourage them to ‘move on’ to a better experience with Zen.
The airtime campaign lived across ITV Main Channel, targeting the Granada region and combining a variety of programming such as the Soaps, The Martin Lewis Money Show and This Morning, that all performed well for their target audience. This activity was amplified by a bespoke VOD plan on the ITV Hub which targeted ITV Central West to increase the campaign’s impact and allowed Zen to use a test-and-learn approach. The Backing Business support initiative also enabled them to deliver optimum frequency.
Adults with broadband in Manchester, Liverpool and Birmingham
ITV Trading Audience Bought
9.9 million linear impacts across Granada
65% placed in prime centre break
73% placed in peak times
+260% Immediate uplifts were observed in daily web traffic during the live period, with spots on the Soaps (+481%) and Martin Lewis (+260%) driving significant surges.
127% Line checks increased by 127% YoY
Zen revenue increased by 173% YoY
Working with ITV on our ‘Moved on’ campaign allowed us to gain maximum exposure across the catchment and considerably accelerated Zen’s performance. It gave us a great opportunity to take a different approach and test a large-scale campaign; the long-term impact has been evident. It’s highly likely that we will incorporate ITV as our lead media in future to drive enhanced consideration and channel performance. The additional support that was offered in terms of PR has been greatly received and we consider ITV to be a key media partner for delivering our long term plan.Paul Sinclair, Marketing Director