London. Gigaclear, the broadband provider specialising rolling out full fibre to under-served rural communities has appointed The Gate as its strategic brand and creative partner. The collaboration follows The Gate’s successful win in a competitive pitch process held in March earlier this year. Next week marks the launch of “The Giganaut” the first fully-integrated marketing campaign developed by The Gate for Gigaclear.
Launched in 2010, Gigaclear is on a mission to unlock the potential of poorly-served, rural communities by delivering fast and reliable broadband to people’s doorsteps. The Gate will helpto elevate Gigaclear’s brand presence, supporting its commitment to providing high-speed, reliable broadband services to rural areas.
The brand has rapidly scaled-up in the last few years, now servingover 80,000 rural homes with thousands joining every month. Andrew Brotherton, Head of marketing adds “As with any scale-up business it needs to mature and enhance it’s marketing capability as it grows and that is exactly what we have been doing. We have undertaken significant customer research to help fine tune our brand strategy and we have widened tactics to reach our target customers with both “long and short” media. In 2022 we ventured into AV and radio for the first time alongside a very strong DM and digital programme. The marketing evolution continues in 2023 as we take the quality of the creative execution to another level with the help of The Gate.”
The new campaign heroes Gigaclear’s very own astronaut, The Giganaut, a visored hero – and distinctive fluent device – who is on a mission to champion Britain’s rural villages and towns, and connect them to ultrafast, full fibre broadband.
“The Giganaut” includes a redesign of Gigaclear’s visual identity and will launch on Monday across TV, Radio, Print, Social, Digital and Online. The film was directed by Jack Cole throughBrave Spark Content Studios. The campaign was developed by a joined-up MSQ team blending The Gate’s creative and strategic leadership with Walk-In Media’s media planning and buying expertise and BraveSpark’s production capabilities.
Andrew Brotherton, Head of Marketing at Gigaclear, said: “We have landed on a distinctive brand positioning that deserves a distinctive brand asset such as our Giganaut. We’re on a mission to bring faster full fibre broadband to under-served rural Britain. It’s a cluttered and nosiy market, but we are confident that this campaign will stand out to be remembered by rural communities as they choose their broadband provider. The Gate has truly understood our brand and the sense of mission we want to convey to our customers and have provided a refreshed visual identity that will work hard at driving both brand salience and immediate activation.”
Charlotte Wolfenden, Managing Director at The Gate, said: “We’re thrilled to announce our partnership with Gigaclear as their strategic brand and creative partner through the launch of this new integrated campaign and refreshed visual identity. Their challenger attitude is contagious and we’ve no doubt the campaign will bring Gigaclear’s out of this world services to the attention of rural Britain, in a playful and memorable way”
The Gate has won a number of new clients since the start of 2022 including SMARTY Mobile, Guide Dogs, The AA and, most recently, The Very Group. In the same time-frame it has also won a number of high profile industry awards at the EFFIE’s, APG and Marketing Society awards shows.
Client: Andrew Brotherton
Client: Jeri Dash
Advertising agency: The Gate
Chief Creative Officer: Lucas Peon
Creative team: Ian Edwards & Giles Hepworth
Managing Director: Charlotte Wolfenden
Account director: Will Nevill
Account executive: Maddie Tarrant
Chief Strategy Officer: Kit Altin
Senior planner: Bruno Carramaschi
Agency Executive Producer: Sonny Botero
Media buying agency: Walk-In Media
Production company: Brave Spark Creative Studios
Director: Jack Cole
Executive Producer: Harry Smith
Producer: Faye Rizzo
DOP: Alex Melman
Editor: Michael Hegarty
Post-production company: Brave Spark Creative Studios
Post producer: Harry Smith
Production assistant: Adam Merridan
3D artists: Sam Mundon & Sergiu Moscaliuc
Flame: Sam Mundon & Sergiu Moscaliuc
Colourist: Yoomin Lee @ Company 3
Audio post-production company: Grand Central Recording Studios
Engineer: Munzie Thind & Tom Keats
Audio producer: Molly Butcher
Photographer: Stuart Hall