#1 Internet for Gaming
The Challenge
Home internet speed tiers keep improving every single year, but how the average Canadian uses their internet has largely remained consistent. When TELUS launched the Gigabit tier of PureFibre, we looked towards a target segment that’s been long ignored by major telcos: gamers
However, even though TELUS PureFibre held PC Mag’s #1 Internet for Gaming ranking, only 8% of Western Canadians believed that TELUS was the best ISP choice for gaming - a stat that has seen no change for over a year despite increasing marketing towards this audience.
The Solution
As a non-endemic brand coming into the gaming community, TELUS needed to foster more trust and show our genuine interest in the category - not just burst in to sell our product. Since we’re noobs in the category, we put ego and brand standards aside to hear from gamers themselves: the best consoles, the best game genres, the best games. In doing so, we landed on the insight that while many things about gaming were up for debate, how a superior internet connection contributes to a better gaming experience shouldn’t be contentious.
The Work
The Results
Our brand new approach towards this audience did not go unnoticed. A year after launching our new gaming campaigns, Western Canadians’ preference for TELUS as the best internet for gaming saw a 10 point lift after 5 quarters of consistent performance. This even exceeded our initial perception shift goal by 4 points.
Beyond the improvement in perceptions, the PureFibre Gigabit plan was a knockout and flew off digital shelves. From before to after the campaign, orders attributed back to the gaming audience increased by 205% from the previous quarter, exceeding our initial sales goal by 45%. Our costs per order also decreased by 66%. Not only were we attracting gamers’ attention through our new creative, we were doing it in a more efficient way than we have had in the past.