Launch a 100% fiber optic product featuring 1 gigabyte internet speeds and enhanced TV in Kansas City. The technology was not familiar to the average consumer, the number of eligible customers was limited, and the competition (Google Fiber) had already launched in market. With low brand penetration, mass awareness tactics weren’t warranted. But we had to get people’s attention.
Fusion92 developed a hyper-targeted campaign that employed a variety of non-traditional tactics—door hangers, coffee sleeves, and pizza boxes targeted to specific ZIP codes. We also performed a highly successful mall takeover event in a key KC suburb to further raise awareness and drive sales.
The campaign showed immediate returns and helped GigaPower secure a market advantage, as the competition’s expansion plans stalled.