Plusnet - 15/16-17/18 ATL

Case study - Objective: Prompt action


Plusnet is a niche player competing against some of the UK’s biggest advertisers in a highly saturated broadband market. Its competitors promote low prices and increasingly sophisticated service bundles, so in order to cut through the noise and help drive sales growth, Plusnet had to take a different tack.

Being distinctive, functional and emotional have all been identified as the main traits that help brands stand out in the telecoms market. Plusnet is already distinctive, so wanted to focus on being more functional and emotional, demonstrating that it is greater value for money.

The brand used econometric learnings from the last three years to inform investment decisions, with an aim of maximising the effectiveness and efficiency of each media channel. The plan featured a wider media mix and subsequent bursts of press activity, unrelated to offer periods. A constant test and learn loop was also implemented to evaluate the performance of new titles, formats and creatives.

The copy featured a ‘Plusnet Joe’ character to give it a consistent theme and a sense of familiarity, which also helped to enforce an emotional element. The creative ran with clear messaging and gave customers the option of visiting the website or contacting one of Plusnet’s call centres, which are known for their outstanding customer service.

Through better optimising its media plans and introducing print into the media mix, Plusnet was able to achieve its key objective of driving sales growth.


Key findings

  • Print was the most efficient channel within the ATL media mix
  • Print’s contribution to total sales has doubled year on year for the last three years

Essence’s econometrics solution is at the core of our decision-making when it comes to guiding our media planning and strategy. It offers a holistic view of how everything ties in with each other as well as demonstrating how valuable print is as a channel.

Graham Albrow, senior acquisition marketing manager, Plusnet