broadbandchoices.co.uk

Positioning the leading comparison experts for broadband, phone and TV.

THE CLIENT

broadbandchoices are the mobile, TV and internet experts and are now the UK’s leading broadband price comparison site accredited by communications regulator Ofcom.

THE BRIEF

With a mission to become the UK’s leading comparison experts for broadband, phone and TV, broadbandchoices, previously Consumer Choices, required a brand identity that would reflect their market dominance.

THE SOLUTION

A name change for an established consumer brand is a bold move, but in this case it was essential to reflect the change in positioning from general consumer goods to a specialism in broadband, phone and TV. A measure was taken to establish a name that would not significantly compromise the existing brand or search equity.

The brand identity was developed to work primarily across digital media, however it had be suitable for use in TV, outdoor and press advertising. The final identity used a sequence of circles, emphasising the word ‘choices’ with each of the circles representing one of a number of leading broadband, phone and TV brands - a concept that was brought to life in the animated version of the logo for the brand response TV advert.

The brand identity was developed into a family of European brands LeTamis (France), Schlaubi (Germany) and Comparaiso (Spain).

THE RESULTS

broadbandchoices launched the new brand identity via primetime television advertising on Boxing Day 2012. The brand identity was well received by the target audience and the brand saw a significant increase across all brand metrics. The brand identity fed into a wider process which has successfully positioned broadbandchoices as the leading comparison experts for broadband, phone and TV.