The pride of Yorkshire: How Plusnet's adverts transformed its fortunes, against ever-increasing odds

IPA Effectiveness Awards Case Study 2016


This paper charts five years in the life of Plusnet, the Yorkshire-based broadband provider - from its first national advertising in 2010 to its most integrated and innovative campaign in 2015. As a small provider battling some of Britain’s biggest advertisers, Plusnet couldn’t compete on price or technical innovation, but succeeded by articulating its Yorkshire values, creating impactful advertising, and rigorously adjusting its communications mix. Plusnet’s customer growth was triple the market average and, according to WPP’s BrandZ brand database, the contribution of Plusnet’s brand equity to its annual volume share rose from 58% in 2011 to 69% in 2015. It is estimated that advertising delivered £193m of incremental revenue, equivalent to £4.05 of revenue for every £1 spent.

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“As someone who’s been there across the journey, I can truly say that this campaign has had a transformational effect on Plusnet’s brand and business. We are as committed as ever to short-term sales, but now also focus on building the brand for the long-term.”

Chris Cotterill, Senior Acquisition & Brand Marketing Manager at Plusnet
Plusnet

Winners 2016

Silver Winner

Title

The pride of Yorkshire: How Plusnet's adverts transformed its fortunes, against ever-increasing odds

Brand

Plusnet

Client

Plusnet

Agency

Karmarama
Maxus

Principal Authors

  • Emma Lodge - Maxus
  • Matt Sadler - Karmarama
  • Alex Steer - Maxus

Contributing Authors

  • Chris Cotterill - Plusnet
  • Georgia Protopapa - Maxus

Credited Companies

  • Karmarama - Creative Agency
  • -

The brand and business metrics were very well-tracked throughout the years with robust econometrics, and explained clearly and simply in the case. Impact was demonstrated on every key facet and other potential contributing factors were ruled out. Alexandra Dimiziani, AirBnB

Shortlist 2016

Silver Winner

Title

The pride of Yorkshire: How Plusnet's adverts transformed its fortunes, against ever-increasing odds

Brand

Plusnet

Client

Plusnet

Agency

Karmarama

Principal Authors

  • Emma Lodge - Maxus
  • Matt Sadler - Karmarama
  • Alex Steer - Maxus

Contributing Authors

  • Chris Cotterill - Plusnet
  • Georgia Protopapa - Maxus

Credited Companies

  • Karmarama - Creative Agency
  • -

The brand and business metrics were very well-tracked throughout the years with robust econometrics, and explained clearly and simply in the case. Impact was demonstrated on every key facet and other potential contributing factors were ruled out. Alexandra Dimiziani, AirBnB

The pride of Yorkshire: How Plusnet's adverts transformed its fortunes, against ever-increasing odds

IPA Effectiveness Awards Case Study 2016


This paper charts five years in the life of Plusnet, the Yorkshire-based broadband provider - from its first national advertising in 2010 to its most integrated and innovative campaign in 2015. As a small provider battling some of Britain’s biggest advertisers, Plusnet couldn’t compete on price or technical innovation, but succeeded by articulating its Yorkshire values, creating impactful advertising, and rigorously adjusting its communications mix. Plusnet’s customer growth was triple the market average and, according to WPP’s BrandZ brand database, the contribution of Plusnet’s brand equity to its annual volume share rose from 58% in 2011 to 69% in 2015. It is estimated that advertising delivered £193m of incremental revenue, equivalent to £4.05 of revenue for every £1 spent.

Click to purchase this case study >