Gigaclear's Astronaut Hero Rolls Out Full Fibre Broadband to Britain's Rural Spots

Gigaclear, the broadband provider specialising rolling out full fibre to under-served rural communities has appointed The Gate as its strategic brand and creative partner. The collaboration follows The Gate's successful win in a competitive pitch process held in March earlier this year. Next week marks the launch of 'The Giganaut' the first fully-integrated marketing campaign developed by The Gate for Gigaclear.

Launched in 2010, Gigaclear is on a mission to unlock the potential of poorly-served, rural communities by delivering fast and reliable broadband to people’s doorsteps. The Gate will help to elevate Gigaclear's brand presence, supporting its commitment to providing high-speed, reliable broadband services to rural areas.

The brand has rapidly scaled-up in the last few years, now serving over 80,000 rural homes with thousands joining every month. Andrew Brotherton, head of marketing adds "As with any scale-up business it needs to mature and enhance it’s marketing capability as it grows and that is exactly what we have been doing. We have undertaken significant customer research to help fine tune our brand strategy and we have widened tactics to reach our target customers with both 'long and short' media. In 2022 we ventured into AV and radio for the first time alongside a very strong DM and digital programme. The marketing evolution continues in 2023 as we take the quality of the creative execution to another level with the help of The Gate."

The new campaign heroes Gigaclear’s very own astronaut, The Giganaut, a visored hero - and distinctive fluent device - who is on a mission to champion Britain’s rural villages and towns, and connect them to ultrafast, full fibre broadband. 

'The Giganaut' includes a redesign of Gigaclear’s visual identity and will launch on Monday across TV, Radio, Print, Social, Digital and Online. The film was directed by Jack Cole through Brave Spark Content Studios. The campaign was developed by a joined-up MSQ team blending The Gate’s creative and strategic leadership with Walk-In Media’s media planning and buying expertise and BraveSpark’s production capabilities.  

Andrew Brotherton, head of marketing at Gigaclear, said, “We have landed on a distinctive brand positioning that deserves a distinctive brand asset such as our Giganaut. We're on a mission to bring faster full fibre broadband to under-served rural Britain. It's a cluttered and nosiy market, but we are confident that this campaign will stand out to be remembered by rural communities as they choose their broadband provider. The Gate has truly understood our brand and the sense of mission we want to convey to our customers and have provided a refreshed visual identity that will work hard at driving both brand salience and immediate activation.” 

Charlotte Wolfenden, managing director at The Gate, said, “We’re thrilled to announce our partnership with Gigaclear as their strategic brand and creative partner through the launch of this new integrated campaign and refreshed visual identity. Their challenger attitude is contagious and we’ve no doubt the campaign will bring Gigaclear's out of this world services to the attention of rural Britain, in a playful and memorable way''

The Gate has won a number of new clients since the start of 2022 including SMARTY Mobile, Guide Dogs, The AA and, most recently, The Very Group. In the same time-frame it has also won a number of high profile industry awards at the EFFIE’s, APG and Marketing Society awards shows.