CUCKOO
DISRUPTING THE BROADBAND MARKET
BRIEF
RAISE THE PROFILE OF CUCKOO TO CUSTOMERS.
Position Cuckoo as the fastest, fairest, feel good broadband supplier - the one disrupting the industry for the better.
APPROACH
CREATE A CAMPAIGN TO CALL OUT SHADY INCUMBENT PRACTICES.
Mid-contract price hikes are standard procedure in the industry. In response, we developed the ‘price prisons’ campaign, calling out the incumbents for their shady practices and positioning Cuckoo as the consumer champion.
RESULTS
WE BEGAN NEWSJACKING EVERY BROADBAND STORY WE COULD FIND.
We used newsjacking to highlight the issue of mid-contract price rises and extortionate exit fees. We quickly saw results - two broadcast interviews for Cuckoo’s senior leadership team on LBC News marked the start of the campaign
We then landed coverage in City AM, iNews, the Daily Express, the Big Issue and key industry titles - all providing a voice for consumers trapped in their broadband contracts
When Cuckoo was acquired by Giganet, we landed a joint interview for Cuckoo and Giganet’s CEOs to announce the deal on Ian King Live. The news was also picked up in City AM
We secured print coverage for the merger’s creation of 250 new jobs in both the Daily Express and The Sun’s job pages
