Bray & Co is launching the second generation of its marketing campaign for Fidium Fiber, a 100% fiber internet provider delivering future-ready connectivity directly to the home. The independent, award-winning, full-service creative agency helps brands rise above the competition by solving difficult marketing challenges other agencies can’t.
The campaign, “The Fidium Effect,” celebrates that breathtaking aha moment when people first experience the exponential advantage Fidium Fiber internet delivers over fiber-powered cable pretenders. Fidium’s 100% pure fiber internet connection offers speeds up to 40x faster than cable, supports up to 100 devices simultaneously at full speed 24/7, and provides identical upload and download speeds.
The comprehensive 360 campaign features a hero :30 TV spot that dramatizes the power of the brand inside a suburban home with a busy family. A mom and her son at a kitchen island, a dad and daughter in the TV room, another daughter doing homework in her room, each experiences a burst of ethereal green light—The Fidium Effect—accompanied by Fidium’s new sonic logo as they discover the power of Fidium internet. The sonic logo represents the transformative upgrade that you feel when you switch from an alternative to Fidium’s 100% fiber internet.
The new campaign ups the ante on Bray & Co’s 2025 “Floating On Air” consumer brand campaign for Fidium that drove record-breaking levels of brand awareness. This year’s work is aimed at accelerating consideration and conversion by aggressively proving how and why Fidium completely outperforms cable internet competitors like Xfinity, Spectrum and AT&T.
“Your very first Fidium experience will open your eyes and recalibrate your expectations for the internet,” said Peter Bray, executive creative director, Bray & Co. “This work represents that first moment you will realize that all along you’ve simply been getting by, making do with inferior technology. Or maybe you didn’t think it could get any better. From now on, the countless online experiences that comprise each day will feel totally different.”
The creative employs a clear, effective strategy that attacks the behavioral obstacles endemic to the category—most consumers feel all ISP providers are the same, a common misconception that creates an inertia around switching, which is seen as disruptive, time-consuming and a hassle.
“The Fidium Effect campaign fights the inertia that leads consumers to accept inferior service and customer experience by illustrating the measurable and the visible improvement consumers experience when they switch to 100% pure fiber internet,” said Meghan Woodlief, VP, Brand & Marketing, Fidium. “The green-branded visual effect, the angelic mnemonic and the reaction of the actors embodies that promise in an engaging and persuasive manner.”
The campaign, scheduled to run through June 2027, carries the brand tagline, “Fiber Up,” a call to upgrade to Fidium’s superior fiber internet service.
“The campaign attacks the most common consumer complaints about cable and fixed wireless service,” said Bray. “It repeats the phrase ‘Enough Already’ to relate to the frustration people have with their current provider such as lag times, buffering, lack of device support, speed throttling and the inability to support multiple devices at once. We’ve also created an ownable visual device, The Fidium Effect, as well as Fidium’s first-ever mnemonic.”
“The creative is designed to break through category confusion and show what makes Fidium different: the measurable, visible upgrade customers experience when they switch to 100% pure fiber internet,” said Peter Sternberg, senior director, Marketing, Fidium. “It also takes on some of the more systemic challenges in the category by highlighting Fidium’s practical benefits that matter to customers—no contracts, a 30-day money-back guarantee, simple pricing and no surprise fees.”
The campaign flexes its main idea 360 degrees across the consumer decision journey on TV, OLV, radio, OOH, print, digital assets, paid social and experiential. Each tactic works together as a strategic system to overcome consumer frustrations with their ISP and barriers to switching.
