Project Description
ZIPLY
Making A Friendlier Internet From Scratch
Industry:
Communications
AWARDS:
MULTIPLE ADDY AWARD WINNER
The Lowdown
“Friendly” is probably the first word you’d use to describe your internet provider, right?? Newcomer telecom company Ziply Fiber thinks so, which is why we helped them develop a brand that challenged the status quo, put people first, and raised the bar for what customers should expect from their internet. Hint: friendliness is just the beginning.
YEAR 1
Launching with ‘Hi’
Hi, We’re Ziply Fiber
In our first year, we named, designed, and launched Ziply Fiber by doing the opposite of corporate internet brands: talking like humans. All resulting in big gains in aided awareness amongst said humans.
YEAR 2
Differentiating with ‘why’
Internet For People
After a friendly intro, we used year two to connect with individual users. Showcasing benefits for gamers, streamers, dancers, and everyone in between, we outperformed our #1 competitor. (Take that, Xfinity.)
YEAR 3
Inspiring action to ‘buy’
Love Your Internet
Once we’d changed minds, we needed to change behaviors. This campaign used people’s real love for the internet to inspire a switch to Ziply, resulting in a real sales bump for the brand.
PRELIMINARY IMPACT
YEAR 1
14% Increase
in aided awareness
YEAR 2
Outperformed Xfinity
in 6/9 purchase-driving attributes
YEAR 3
5% Increase
in sales vs. forecast during campaign window
We don’t fuck around. And when we do, we don’t fuck around.
Let’s Talk