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TalkTalk has unleashed what it describes as a ‘disruptive’ new broadband campaign which will see the telecoms provider take over high profile out-of-home sites around the UK.

The flurry of billboard activity is in furtherance of its ‘Fairer Broadband for Everyone’ campaign, devised by The&Partnership, which sees the firm celebrate the full spectrum of its customer base, segmenting internet users into groups such as flat sharing millennials, gamers and boxset bingers.

The latest evolution of its digital strategy will be unleashed with an opening barrage of roadside promotions led by the London Waterloo IMAX, the Salford Arch in Manchester and Birmingham New Street Station.

Passers bys will be accosted by specially commissioned photography capturing each of these tribes in inaction as they are bathed in stylized blue light from their screen of choice.

Follow through will come in the form of a more targeted data-driven campaign spanning direct response TV, video on demand, digital and social as the campaign extends through 2019 and beyond.

Micky Tudor, joint executive creative director at The&Partnership, remarked: “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.”

In the New Year TalkTalk will further roll out its ‘fairer broadband’ pledge as it seeks to take a lead in delivering fairer consumer practices in the broadband sector.