Launching a Global Internet Provider in the U.S.A.

Challenge

1&1 IONOS, the largest website hosting company in Europe, was keen to break into the highly competitive U.S. market. They wanted to start with a localized awareness campaign to launch in four markets, Los Angeles, San Francisco, New York, and Atlanta. 

Having selected Brunner, there was a need to develop hundreds of pieces of creative content, tailored to the local markets, all within weeks from the project initiation. 

Insights

Our B2B audience has an oppression of choice because most of the competition focuses on the simplicity of website design. 

Consumer reviews revealed an opportunity for 1&1 IONOS to focus on the full–service capabilities and their unique human approach to customer service, which provides a personal consultant for every customer free of charge. 

Strategy

We created the platform Your Host Matters. Ever go to a lousy hotel, lame party, or silent dinner party? Then you have a clear understanding of the importance of a good host. The same is especially true for your website. A good host provides personal attention, offers security, and respects the guests.  

We reflected this core message in a range of market-specific digital messages. 

Results

• 14% customer inflow growth during the campaign – the first growth since 2012 
• The highest social video engagement for IONOS in their global history