Fullrate, an Internet service provider stepped into the market 4 ½ years ago to challenge the market leaders with high speed broadband at a low price. After only 4 ½ years Fullrate has managed to win more than 110,000 broadband customers. The task is to reach a position among the biggest broadband providers on the Danish market.
To be among the biggest broadband providers you need to be top of mind, just like the market leaders. So we analyzed Fullrate's market position as a low-price high speed provider and found that over the past few years, the market leaders had increased speed and lowered prices. We soon learned that the reason why people choose Fullrate has to do with more than just price alone – it's also about the simplicity of their products, great customer service and their transparent pricing structure.
We created a new communication platform on the foundation of simplicity and transparency to support the high speed and low cost broadband position. The communicated concept consists of two main ingredients: straight talk and honesty. We also moved Fullrate from a very tactical, rational communication platform to a platform balancing both emotional and rational feelings in order to move top of mind.