Media Planning & Targeting - Relish
Adroit supported UK Broadband Limited, a subsidiary of PCCW based in Hong Kong, in their London launch of the Relish Broadband brand, a wireless broadband and phone offer. Working closely with the brand and creative agency, Soul, Adroit was appointed to support, plan and launch the service based on the specific geographic coverage area that was licensed.
Adroit developed detailed market and media planning for the London launch. We linked together with multiple data sources, sizing the potential market for household and business sales, sourcing consumer and B2B data for prospect marketing. A series of campaigns were run to gain awareness, generate enquiries and build uptake of the new products. We developed internal systems for analysis and planning to fit with the DBI & 4G coverage areas and 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. We also helped grow and establish a new customer base from zero for households and businesses in the original London area. The customer base grew to such a significant volume that the business case for a wider nationwide roll-out was proved. Following the phenomenally successful launch in London, the service was rolled out into Swindon, and Relish was renamed Three Broadband in 2019.