The Moment
There are countless internet service providers, and they all sell the same thing. Speed. Reliability. Price. Those messages might work if you’re a big-name brand, but Quantum Fiber is a brand new brand. We had to make something the same, instantly better.
The Thought
We teamed up with our client at a Joy Workshop, and discovered that real internet inspiration comes not from the tool, but what you do with it. Quantum Fiber could celebrate what made customers great and give them the power to amplify it: a maximized version of you.
YAY TO YOU
Everyone has customers. Nobody throws them a party. So we crafted quirky mini-musicals celebrating users amid their internet enhanced lives. From cat daddies (Chris) to WFH baddies (Jamila), our cross-genre music videos showcased the creativity and eccentricity users bring to life.
31M
EARNED MEDIA IMPRESSIONS
23%
INCREASE IN BRAND SEARCH VOLUME
14%
GAIN IN AWARENESS
“This campaign flips the industry script”
"A tribute to the people who make the internet worth having."
–Roastbrief
“Yay to You marks a creative leap not often seen in the telco space”
–Little Black Book
“A celebration of eccentricity, framing customers as the true heroes."
–Ads of Brands
On the internet, real recognizes real. We landed 3.1M impressions in just the first three days of our campaign. Our run of spots was picked up by industry pubs like AdAge, Campaign US, and Roast Brief, who said the campaign was “a creative leap not seen in the telco space.”
Yay to You outperformed Quantum Fiber’s previous campaign’s benchmarks in year one, proving that when you praise people over product, your advertisements will have more to give than “ads.”
