FCI Broadband:
Brand Campaign Launch.

The Background

FCI Broadband was a local telephone and high-speed provider looking to compete and gain market share from two of Canada’s largest corporations – Rogers and Bell. The challenge was to not only convert business customers from the “big two,” but to do so on a shoestring budget.

The Insight

After conducting research, it was evident that business customers felt they were being “fleeced” by the big telcos. There was a genuine distrust and dislike of the rigid, long-term contracts, expensive features and annoying customer service.

The Idea

Invent a hotline and online self-help centre for companies in “abusive” relationships with their phone and high-speed providers. Targeted direct mail was launched and geographically focused outdoor ads and street teams were deployed in business parks to get the message out.

The Result

FCI grew its business customer base by an astounding 70%. Website traffic grew by over 700%, and the “hotline’s” inbound call volume was off the charts. Customers actually called in with heartfelt stories of their own telecom misfortunes. FCI actually gained so much in the way of market share that it was ultimately acquired by Rogers – sometimes we’re our own worst enemy!