WORK

Fibre broadband has a switched-on new mascot.

Enable is the publicly owned fibre broadband network provider serving the greater Christchurch area. Although they don’t retail internet services directly to consumers, Enable operates in an increasingly competitive marketplace with mobile, wireless, and 5G providers vying for attention.

Data showed that moving house was a key decision point for connectivity. This insight exposed a critical retention challenge: consumers often reconsidered their internet options at the point of relocation, sometimes swayed by convenience or special offers from wireless and 5G competitors.

Added to this, fibre’s historic selling point of ‘high speed’ is now table stakes. So we needed to educate the market on fibre’s other strengths of stability and strength no matter how many users in a household or business - qualities the competing technologies aren’t always able to match.

Our creative solution was the ‘Fibre Fit’ campaign, with fitness being a simple yet compelling metaphor for fast, strong and stable internet. Once we’d refined this single-minded proposition, we needed someone…or something to deliver it.

Many case studies worldwide have proved mascots to be highly effective brand and marketing assets. So we used this campaign as an opportunity to inject some personality into the Enable brand that could also evolve with it. More than a campaign mascot, Onzo is now a living embodiment of the Enable brand, and a valuable long-term asset for communications to come.

Here’s why we love Onzo:

• Strong brand connection: The mascot’s form is directly inspired by the Enable logo ‘toggle switch’, ensuring an easy visual connection to the brand identity. It’s also where the name ‘Onzo’ comes from as the toggle switch is set to ‘ON’.
• Flexibility and cost-effectiveness: As a digital creation, Onzo is easy and cost-effective to produce for static usage and offers almost limitless potential for the future in various poses and expressions across advertising, websites, events, and maybe even merch one day!

By weaving together a compelling new narrative with smart, multichannel execution and an ownable visual identity, the ‘Fibre Fit’ campaign reasserted Enable’s relevance in a shifting landscape.