TURN ISP JUNK MAIL INTO PAPER AIRPLANES

Social Media Effort Shows How Superiority Of 100% Pure Fiber Internet Proves Cable Service Competitors Are Equivalent Of Junk Mail

Bray & Co., the independent, award winning, full service creative agency focused on helping brands Rise Above, has launched a shrewd and innovative online campaign that promotes Fidium Residential Fiber Internet by offering a delightful free experience—a microsite that shows users how to creatively destroy that annoying flood of ISP-related junk snail mail.

The “Junk Mail Makeover” campaign, launched on Fidium’s Instagram and Facebook pages and on a microsite—uses a playful DIY arts & crafts approach that lets consumers turn the paper junk mail of competitors into wacky, creative and even functional items, including origami paper airplanes, cranes and fortune tellers, those nostalgic totems of childhood. The campaign will be live through 2027.

“This idea playfully undermines the competitive junk mail that people still get after switching to Fidium Fiber Internet,” said Peter Bray, Chief Creative Officer, Bray & Co. “It relieves people of those thirsty break-up letters by turning their trash into treasures. This very engaging effort demonstrates Fidium’s commitment to understanding people’s internet pain points and finding ways to add real value to their everyday lives.”

The campaign builds on Bray & Co.’s highly effective “Enough Already” campaign that launched earlier this year and captures the frustrations faced by customers of inferior cable service and shows off the exponential advantage Fidium Residential Fiber Internet delivers—a pure fiber optic internet connection up to 40X faster than cable that handles 150 devices at once and runs full-speed 24/7.

On the microsite, users find graphics and how-to videos that provide step-by-step instructions for converting the paper mailers sent to the home as junk mail into an origami paper crane, a sturdy paper airplane and the iconic, hand-held “fortune teller” prop familiar to every former child.

The ad agency saw a great opportunity to remind potential Fidium subscribers that mail from any other provider is good as junk, so they may as well have fun with it. “The concept also offers a sense of empathy with cable customers subject to the very real, frustrating experience of receiving tons of spam email and flyers at their home address and offers a fitting solution,” said Kelly Mertesdorf, SVP, Creative Strategy, Bray & Co.

The campaign follows up on “The Fidium Effect” TV commercials, launched in June, that humorously dramatize the transformative nature of experiencing Fidium through the eyes of a busy suburban family.

“Junk Mail Makeover” adds a clever, casual social media experience that underlines the ongoing Fidium campaign that promises cable users will learn they have wasted their free time and their money on inferior technology because of the mistaken belief that all ISP providers are equal. The campaign has accelerated consideration and conversion by aggressively proving how and why Fidium completely outperforms cable Internet competitors like Xfinity, Spectrum and AT&T.

The “Enough Already” message shows that Fidium relates to the very real frustration people have with their current providers, like lag times, buffering, lack of device support, removes the problem of speed throttling and not allowing full power on multiple devices at once. In addition to depicting the measurable and transformative upgrade of switching to 100 percent pure fiber internet, the campaign details the subscription benefits: No contracts, ever. A 30-day money-back guarantee. A simple, easy-to-understand pricing plan. No surprise fees.

Bray & Co. is an independent, full service creative agency focused on helping brands Rise Above. The company has been named over four consecutive years to Adweek's Fastest Growing Agency list. Its diverse roster of clients range from Dwayne "The Rock" Johnson's tequila brand Teremana to Tide to Brooklyn Brewery to an in-house PSA campaign to pressure Mark Zuckerberg to take more measurable steps to protect the mental health of Meta’s youngest users.