Reigniting Growth in a Saturated Market
PMG helped Community Fibre cut through the noise and win back London.
Community Fibre once had London's full-fibre market largely to itself. By 2025, competitors were in most of its postcodes, outspending it five to one, and awareness had dropped from 18% to 14%.
With Alli, PMG built a picture of London's "uncrackables," loyal and skeptical customers who rarely switch providers. The Supercharged platform gave them proof they couldn't ignore across YouTube, Meta, TikTok, Snapchat, direct mail, and postcode-targeted out-of-home, with investment shifting toward what was working as the campaign ran.
Postcode lookups rose 139%, YouTube searches increased 258%, and prompted awareness reached 84%, the brand's first sustained growth in consideration in nearly two years.
By early 2025, Community Fibre's digital performance had plateaued. Awareness had declined from 18% to 14%, and top-three consideration fell to 19%. What was once a competitive advantage had become a crowded battlefield: in 2024, the brand was the only full-fibre provider across most of its footprint; by 2025, competition appeared in the majority of postcodes. In London alone, EE outspent Community Fibre five to one.
With one-third of households planning to switch broadband providers, the brand needed to win more than half of that pool simply to sustain growth. Its most valuable audience, London's "uncrackables," were loyal, skeptical, and resistant to change. Incremental refinements would not be enough. Community Fibre needed a reset that would rebuild awareness, strengthen trust, and reassert leadership in speed, reliability, and value.
Waking Up the Uncrackables
We set out to outsmart, not outspend, the competition. Consumers already understood broadband mattered; what they needed was proof that switching was worth it.
Our big idea: Wake up the uncrackables with proof they couldn't ignore.
Waking up the uncrackables meant knowing exactly why loyal broadband customers stay put, so the team started in Alli, PMG's operating system. Alli Audience Planner built personas of London's "uncrackables" from how they actually used media day to day, so every placement and creative claim spoke to loyal customers who had heard broadband promises before and stopped believing them.
We redefined the brand around clarity and confidence. A bold green-led visual identity signaled differentiation, while messaging reinforced Community Fibre's speed and value leadership, anchored to the 5 Gbps launch. The media mix expanded to include TikTok and Snapchat to reach renters, young families, and professionals where they spend time. The campaign extended across OOH, with TV and additional OOH waves planned to sustain momentum.
Before customers entered the switching window, we would make Community Fibre impossible to ignore, and impossible to overlook.
Making London Feel Supercharged
Our strategy came to life through insight-led creative, rigorous testing, and precise activation.
We began by aligning stakeholders on analysis, connecting share of voice, market share, and switching behavior, and earning support for scaling investment. From there, PMG's media, data, and creative teams developed Supercharged, a platform positioning Community Fibre as the pulse of a faster, more connected London.
The creative was bold and kinetic: vivid green visuals, confident claims, and unmistakable presence. "London's fastest broadband. London's best broadband. Supercharged, not overcharged."
Testing with "uncrackables" refined proof points and tone to ensure credibility. The campaign launched in April 2025 across YouTube, Meta, Snapchat, TikTok, display, direct mail, and geo-targeted OOH. High-impact placements near gyms, supermarkets, and residential hubs amplified reach, while postcode-targeted digital ensured precision.
Data from YouTube, Meta, Snapchat, TikTok, display, direct mail, and OOH landed in one Alli view, which showed how Supercharged was performing on each. Planners followed up with Ask Alli, then moved investment toward the formats and moments where London's uncrackables were actually responding.
Across the city, glowing green creative dominated billboards and feeds alike, embedding speed, value, and trust into the daily rhythm of London life.
Turning Apathy Into Accelerated Demand
139% Increase in Postcode Lookups 6.3% Lift in Consideration 84% Prompted Brand Awareness 258% Increase in YouTube Searches 43% Increase in CTR
Through smart strategy, bold creativity, and precise execution, PMG helped accelerate Community Fibre's brand momentum and convert indifference into action.
YouTube search lift for "Community Fibre" increased 258%, while postcode lookups rose 139%. Landing page views grew by 104%, and orders followed. Display and YouTube CTRs improved by 43%, while lookup CPA declined by 38%.
In regions supported by OOH and TV, prompted awareness reached 84%, up seven points, while top-three consideration rose nine points to 28%, the first sustained growth in nearly two years.
Among "uncrackables," brand perceptions strengthened across core attributes: trust (+7.4pts), reliability (+10.5pts), speed (+9.5pts), and being well established (+8.2pts). Alli Brand Equity tied brand and business signals together in real time, giving the team continuous visibility into how the Supercharged platform was moving both perception and postcode lookups. Creative alignment across TV and direct mail drove the year's highest conversion rate at 0.74%, proving cohesive storytelling amplified performance across channels.
