Driving sign-ups in a competitive landscape
Fasthosts are a leading provider of Internet access and hosting services based in the UK. Since 1999, they have been designing new ways to give customers everything they need to manage and control their online space.
With a new WordPress product in development, Fasthosts needed to drive sign ups on their current hosting platform. Insights suggested that the target audience of developers and SMEs hadn’t previously engaged with price driven strategies. And in a competitive landscape, they needed a way to stand out.
To drive sign-ups to the product, for this campaign we developed the factual tone of voice, focussing on bringing a human element to a digital world. The creative focussed on snappy and witty headlines that would be appreciated by an intelligent target audience.
We developed a wide array of short headlines that focussed on key areas that the target audience would respond well too, developing a slightly more approachable personality to a tough market.
After testing and development, we settled on the campaign line ‘Word’s out.’ This title sat well between promoting the offer and raising awareness of the product. The illustration system developed for the campaign enabled the creative to be expanded to executions of many ratios.
We concentrated on providing a flexible and system that would keep consistency no matter the placement. The creative was designed to also perform well when animated.
As an extension of the project we also created an animated video to help sell the main benefits of the product.
Amongst other projects, we’ve designed a range of collateral for the Fasthosts brand such as new product campaign concepts, illustrative social assets, branded case studies, email and website graphics.