A journey of discovery.

Xtra Broadband Collateral

Collateral, Packaging + Merchandise

The Challenge

As New Zealand’s leading ISP, Xtra had led the market in Internet adoption. Driving broadband uptake and usage was the next challenge. To promote the positioning of ‘xtraordinary broadband’ while being a functional resource to help customers get installed and set up with broadband; DNA were tasked with a review of all sales channels and product packaging and merchandising.

The Solution

DNA were lead providers in the strategic positioning - ‘xtraordinary broadband’. This project was a chance to bring to life for customers the possibilities of broadband, so part aquisition and part education was the challenge. A dynamic visual representation was created to evoke the spirit and freedom of broadband (unshackled from the restraints of dial-up).

The task was to produce a range of collateral, packaging and sales support, plus Broadband Self-install Kits - that provided customers with everything they needed to choose, use and install broadband. The collateral and experience needed to express the brand proposition in a manner that inspired, enhanced understanding of the benefits of broadband and motivated purchase. The packaging, collateral and kits also needed to fit as part of broader campaign promoting ‘xtraordinary broadband’ - and were used in conjunction with digital and in store resources to de-mystify the pricing tiers.

The Result

A visually rich expression of the concept of broadband, but information is kept simple, intuitive, and relevant for the customers. Acquisition spikes and target penetration to broader segments were met.