Rebel Internet challenges Big Broadband failings in new campaign


Rebel Internet, in partnership with global creative agency Leagas Delaney, with media strategy provided by The Kite Factory, today launched a new multichannel campaign as the brand offers its services nationwide following a year in testing.

Rebel challenge

The campaign is a direct challenge to the category, positioning Rebel as the only credible alternative to legacy Big Broadband providers.

The campaign launches with a suite of Spotify audio ads addressing four key areas in which Big Broadband is failing its customers: outdated technology, long-term contracts, unfair price increases and woeful customer service.

In contrast, Rebel promises advanced Wi-Fi technology, fair and transparent pricing with no minimum contract period, and 24/7 UK-based customer service.

The campaign targets those who need reliable Wi-Fi the most – professionals working from home – and promises Wi-Fi that actually works.

Audio activity (below) will be supported by digital display across Meta, LinkedIn, and Reddit, driving customers to learn more on the new Rebel website, which Leagas Delaney has also redesigned and rebranded.

Paid media support will also promote blog content and PR coverage as Rebel reveals the full extent of Big Broadband misbehaviour.

Tucker George, Co-founder and CEO of Rebel Internet, said: “The broadband market is truly broken. It’s controlled by a small number of Big Broadband providers who have trapped customers and stifled any effective competition.

“These companies spend hundreds of millions of pounds on confusing marketing, trap customers into long-term contracts laden with onerous terms, and deliver the same basic broadband and Wi-Fi that often doesn’t work as promised.

“Until now, customers were kept in the dark and had no choice but to suffer this mistreatment. That changes today. We mean it when we say a rebellion is coming.”

Gareth Davies, CEO, Leagas Delaney, said: “We are extremely excited to be working with Rebel to revolutionise the UK broadband market. From the moment we met Tucker and David, it was clear that Rebel is the disruptor the category sorely needs.

“We have all experienced unreliable Wi-Fi, but we were appalled when we discovered the extent of what was going on in the category.

“This campaign is designed to challenge convention and to let people know that – finally – there is a compelling alternative to Big Broadband.”