• by Fern Siegel , March 15, 2024

Internet provider Brightspeed launched its first ad campaign, which carries the tag: “Switch to the bright side."

The 10-spot campaign, created by BSRB Group, a Said Differently subsidiary, runs out-of-home, CTV, OLV, radio, social, digital and a full CRM program. Platforms include Facebook, Roku, Hulu and Amazon Advertising.

The ads feature Ray, a former internet troll, who is losing his mind over WiFi dead spots, hidden fees and signal failures. Then he discovers Brightspeed.

The company is building an infrastructure to provide millions of homes in rural and suburban communities with fast, reliable internet. In 2023, Brightspeed asked BSRB Group to develop a new brand platform that clicked with users. Trustpilot, a review site, recorded a strong uptick in awareness over a six-month period.

In addition, Brightspeed's fiber internet sales have grown each month for the last four, with a monthly average increase of 12%.

Courtland Madock, Brightspeed's CMO, told Agency Daily: “In the internet service provider industry, nearly all brands look, feel and sound the same. Brightspeed's mission is to bring internet service to places that bigger providers wouldn't normally offer service and to have a genuine and transparent relationship with our customers. To do this we needed to create a break-out brand strategy."

Madock credits the brand transformation and messaging strategy with enhancing the company's visibility. All provide a “bold look and refreshing feel that customers can relate to in what has historically been a space full of pain points."