Context
Under current Ofcom regulations, major broadband companies are locking unaware consumers into ‘fixed term’ contracts that include mid-contract above inflation price hikes with heavy penalties if consumers try and switch provider.
The Challenge
Hyperoptic wanted to raise awareness of ‘bad’ industry practices of the ‘broadband establishment’ with Government and regulators to make it much fairer for consumers.
Our Approach
Through quantitative opinion research to test what the public felt about mid-contract price rises and more in-depth quantitative focus groups to establish the sentiment behind these views, we sought to establish a campaign narrative that would resonate with consumers.
Solution
Set up the #FreeToSwitch campaign, working closely with the Public Relations, Public Affairs, Brand, and Marketing departments at Hyperoptic.
Created and managed this campaign across a range of social media channels, increasing the campaign’s profile, engaging with stakeholders and influencers, raising awareness among millions of consumers, actively promoting engagement, and encouraging people to complain to the regulator, Ofcom.
The Results
CAP investigation into the presentation of mid-contract price rises in telecoms ads.
Ofcom investigation into whether in-contract price rises are set out clearly enough before customers sign-up.
Established Hyperoptic as consumer champion with 50+ press articles nationwide.
Supported growth of Hyperoptic as the challenger brand.
