Turning Broadband Failure into Media Advantage

Client: VodafoneThree

Vodafone Home Broadband faced slowing growth in a low‑salience, high‑inertia category dominated by a heavily outspent market leader. Rather than compete on share of voice, Vodafone identified a sharper opportunity - broadband only matters when it fails.

By using live service‑disruption data to trigger media locally and in real time, Vodafone transformed moments of frustration into moments of relevance. This delivered renewed growth, stronger consideration and clear full‑funnel impact through a radically new way of buying media.