Altnet broadband is one of the hardest categories to win in

It’s crowded, price-driven, and increasingly commoditised – with operators battling intense competition, slowing revenues and limited differentiation.

And yet, in recent months, our rural broadband client Quickline has achieved some of the strongest results in its history, including record-breaking sales days and its highest-ever monthly installation figures in history.

Let’s be honest, most broadband providers sound the same. Fast speeds. Great service. Amazing deals. Repeat. Repeat. Repeat. It’s the sofa sale ‘sea of sameness’ we’re all accustomed to tuning out.

So, when you’re trying to build a challenger altnet broadband brand at pace, blending in simply isn’t an option.

Celebrating the strongest results and highest ever monthly installation figures in history

Together with the marketing team at Quickline (and as a business wide effort), we’ve been helping shape a telco brand built around personality, consistency and real customer connection, and the momentum behind the business right now is incredible. So, let’s cheers to that!

For challenger brands, standing out isn’t about shouting louder. It’s about becoming more recognisable, memorable and distinctive.

Over the last 6 months, we’ve worked closely with Quickline to create a more connected brand experience across TV, radio, outdoor, direct marketing and digital campaigns, all designed to give customers a clearer reason to make the switch.

Taking the brand to a bigger stage across TV, VOD and digital broadcast

One of the biggest shifts has been Quickline’s growing presence across broadcast media.

In 2026, Quickline expanded its activity across TV, radio and out of home advertising, helping increase awareness to build recognition across the region.

As Quickline’s Marketing Director, Shirin Kemp, explains:

“Campaigns like The Big Switch, alongside our wider Proper Helpful positioning, have helped create a stronger sense of momentum around the brand and a clearer reason for customers across Yorkshire and Lincolnshire to make the switch to Quickline.

“We’ve moved into a much stronger position as a challenger brand because the communications now feel more connected, more recognisable and much more reflective of who Quickline is becoming.”

Our most recent go to market plan and creative prop; The Big Switch have played a key role in bringing the brand’s personality to life helping to drive gross adds for the business.

A key part of that shift has been the evolution of the character ‘QT’

One of the biggest strategic decisions has been bringing ‘QT’ further into the spotlight. Building brand characters help brands to be more recognisable, particularly in crowded categories where services can feel interchangeable.

That’s why ‘QT’ now plays a more strategic role across the marketing strategy, building personality and recall wherever customers encounter the brand.

Because the goal isn’t simply to be seen.

It’s to be remembered.

As Polly Sowden, our Managing Director and Creative Lead explains:

Working in the altnet sector is tough, as is building a challenger brand with the need to grow at pace, it’s no easy feat.

Using distinctive brand characters and mascots is one of the most powerful memory devices in marketing – proven to lift brand recall by up to 25% to drive stronger long-term brand salience. It’s much more than a pretty visual.

It’s a market where standing still means falling behind.

The recent results show what’s possible when creativity, strategy and media work together.”

A partnership built for growth

After nearly four years working together, the relationship has evolved into a genuinely strategic partnership.

One built on challenging thinking, pushing ideas further and continuously raising the bar.

Because in a category this tough, momentum isn’t optional.

It’s everything.

And with bigger campaigns, broader activations and more distinctive brand-building still to come, Quickline’s momentum is only just getting started.

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