How do you inspire frustrated cable customers to switch to a brand new internet provider?

Twist Broadband, a start-up that promises to revolutionize the home internet experience, came to Dotted Line to help them attract new customers and build their brand from the ground up. Our challenge? Do it all at the same time – and in cities where cable companies already had customers firmly in their “grips.”

Using insights inspired by frustrated cable customers, we developed a 360º integrated campaign that brought these frustrations to life literally – in the form of a “Cable Snake” made from actual coaxial cable. The Cable Snake enabled us to depict the “horrors” of bad Wi-Fi experiences humorously and memorably while introducing Twist as a more trustworthy and affordable option.

In social, we continued the horror genre theme, using AI tools to create various “Horror Stories” inspired by actual bad reviews from real cable customers.

Simultaneously, we developed a brand platform for Twist and designed a look and feel for the brand to further define and differentiate the company and to express how they’re literally and figuratively taking Wi-Fi “Above and Beyond.”