The Internet Service Provider industry is a market with little room for differentiation and with consumers who are not emotionally invested in the product. It is all about price.
When WAOO's claim-to-fame product fiber-optic broadband was democratized, allowing access to all competitors, the brand had to go all in on the only driver left for differentiation; premium-customer service.

Instead of communicating about the low-interest product, we chose a different way to reach the audience. We knew they have an ever growing appetite for gaming and spend more and more time playing - neglecting loved ones IRL.

Through this cultural insight, we provided a fun and entertaining service allowing couples to kindly meddle with each other’s online gaming worlds, through the ultimate customer service; a virtual hitman service ‘Love Squad’.

Five pro-gamers were ready to assassinate their partner in four different games - all in the name of love. Love Squad served as a humorous reminder for couples to be present outside of the "maps" and was an engaging and relevant service for any household, relatable for gamers and non-gamers alike.

In a market where differentiation is limited, we found a way for WAOO to stand out by offering something unexpected and exciting.

For the launch, we teamed up with four influencers with gamer spouses that would try out the service, while sharing it on their social media channels. The various creative approaches and media helped lift the conversation from the world of gamers, into the couple’s relationships and then out to the wider WAOO audience. All without losing the authentic conversation and nerve, which is a necessity in order to achieve success within an otherwise closed community in gaming.

The campaign leveraged popular culture to showcase WAOO's premium services, in stark contrast to what is expected of the category. Sparking conversations and laughter - one assassination at a time.

Læs mere