We developed a new strategy for fibre broadband that creates a better society

Of the 223 internet service providers (ISPs) operating in the UK, just five own 76% of the market share. Brand trust, perceived hassle and a “better the devil you know” mindset keeps customers tolerating confusing billing plans, poor customer service and slow speeds of the larger networks and disregarding smaller players.

Robots & Humans worked with a conglomerate of independent ISPs to develop a single, umbrella brand strategy to knit together a national network of best-in-class, independent ISPs whom, as a combined network, could provide highly competitive broadband.

The brand proposition and offering was to focus on community, and just like any reward points scheme, the customer could choose to donate data allowance or bandwidth to local community institutions such as libraries, schools, or community centres.