Person holding a laptop displaying a heart-shaped hand gesture, with playful hearts over a bright green background and a bold purple backdrop

Using the ways of the internet to sell internet

OXIO

Overview

We created a campaign to prove that oxio, a young challenger brand in the world of Canadian internet providers, is nothing like the “big telco” Canadians can’t stand. Doing the exact opposite of what consumers expected from an internet provider, our ads showcased how regular people actually use the internet.

Relevance

  • Resonated with our audience at the right place and time.
  • Raised awareness about a young telco brand.
  • Challenged industry conventions.

Key Challenge

Canadians have negative associations with telcos, so we needed a younger consumer to see that oxio isn’t like the providers they’re used to.

Strategic platform

Convention:

We are held hostage by our internet providers

Disruption:

Surprisingly Lovable – The opposite of everything you expect

Vision:

The trustworthy, reliable and transparent alternative

Creative strategy

Bring a fresh, honest, irreverent tone to the category by talking about the ways real people use the internet.

Oxio logo with tagline "the internet provider that loves you back," emphasizing a friendly and customer-focused brand
Two men exchanging finger heart gestures, a playful and affectionate symbol, over a laptop screen
A woman with round glasses reflecting "www," representing internet browsing, peers over a laptop

The Results

11%
increased acquisition vs. target (and up 18% vs. prior period).
14%
unaided and 52% aided awareness (up from 1% unaided and 13% aided awareness).
2.87%
conversion rate that was up 37% vs. prior period.

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Five NPC characters in bold, futuristic outfits stand with the text "All Dressed NPCs" above them. The campaign details, including Twitch stats, are on the left.
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