The&Partnership: TalkTalk leaves no Brit out of its fairer broadband fold

TalkTalk has just taken over some of the UK’s most notable digital out-of-home sites across the UK. Its Fairer Broadband for Everyone campaign by The&Partnership, will be seen by the vast diversity of tribes that make up the British population – from gamers to house movers to young families to home exercisers, flat-sharers, selfie-takers and boxset bingers – and talk to all the tribes that make up the British population. It will celebrate all the different tribes that make up the British population and how they use the internet. And it will be seen first in OOH – at 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 Kinetic in partnership with m/SIX.

The new campaign follows on from TalkTalk’s awarded 2016 campaign This Stuff Matters, also from The&Partnership, moving the brand on from putting one real family at the heart of its creative communications to putting all of them front and centre.

The OOH part of the campaign was shot in a unique style by photographer, Robbie Cooper, with subjects shot in film gazing directly into camera without the photographer present, to capture candid, off-the-cuff stills.

The campaign will the move into TV, video-on-demand, digital and social, targeting audiences at an individual level with platform-relevant, individually tailored messages designed to resonate across all of Britain’s many tribes and will run into 2019.

The campaign is part of TalkTalk’s challenger spirit. The campaign stands on Talk Talk’s aim to do things differently for its customers, to democratise technology and make sure that everyone can connect to the things that matter to them the most, at an affordable price. So the driving message of the campaign is that the people of Great Britain are getting an unfair deal on their broadband. The work aims to communicate all the reasons Britain should consider a fairer deal from TalkTalk when looking for a new provider.

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

David Parslow, group marketing director at TalkTalk, commented, “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.”