Relish Case Study: Broadband Launch
Adroit were engaged to support UK Broadband Limited, a subsidiary of PCCW based in Hong Kong, in their London launch of the Relish Broadband brand in June 2014. Working closely with the brand and creative agency, Soul, Adroit were required to support, plan and launch the service based on the geographic coverage area.
Adroit developed detailed market and media planning for the London launch. We linked together multiple data sources, sizing the potential market for both household and business sales, sourcing consumer and B2B data for prospect marketing. A series of campaigns was run to gain awareness, and generate enquiries and uptake of the new products. In conjunction we developed internal systems for analysis and planning to fit with the DBI & 4G coverage areas, and to manage regular sales and enquiry analysis. The media plan was regularly updated and reviewed.
Adroit worked closely with Soul to deliver highly targeted multi-channel campaigns, primarily via Email and DM channels, and helped to grow the customer base from zero for both households and business in the original London area to such a significant volume that the business case for a wider nationwide roll-out was proved. Following on from this highly successful launch in London, further roll-out of the service has since been implemented in Swindon.