TalkTalk tackles “unfair” broadband market with new brand position via The&Partnership

Broadband network TalkTalk has had its issues in recent years but it’s trying to get on the front foot with a new campaign and brand position from The&Partnership: ‘Fairer Broadband for Everyone.’

Its last Christmas campaign concentrated on one family, now its addressing the UK’s various ‘tribes’ and how they use the internet.

Unusually for such an important campaign it’s majoring on posters, using a selection of the UK’s most famous digital sites including the London Waterloo IMAX, Storm Cromination in West London, the Salford Arch in Manchester, as well as key sites at Waterloo, Birmingham New Street and Manchester Piccadilly stations, delivered by out of home specialist Kinetic with T&P’s media agency m/SIX.

The work was shot by photographer Robbie Cooper, with subjects shot in film gazing directly into camera without the photographer present to capture candid, off-the-cuff stills.

TalkTalk group marketing director David Parslow says: “We know consumers feel cheated when their bill goes up mid-contract, or when their provider doesn’t deliver the connectivity they were promised and continue to pay for. We’re challenging the rest of the industry to follow our lead and put an end to these unfair practices. Fairness lies at the heart of everything we do as a business, and it’s our mission to provide fairer broadband for everyone with a campaign that reflects and celebrates the many varied tribes of Britain.”

T&P joint ECD Micky Tudor says: “This is an exciting start to the progression of the brand positioning for TalkTalk – celebrating the importance of fibre broadband to help connect, enable and empower the diverse tribes of Britain and challenging the status quo within the unfairly priced broadband sector. We’re really looking forward to working with TalkTalk to roll out more ‘Fairer Broadband’ work in the new year.”

Enterprising, joined up stuff.

MAA creative scale: 8.5.