Fidium x Aloe Blacc
The Broken Ad
Bad service? Or are we just hijacking your car radio?
The challenge
Showcase Fidium’s crisp streaming internet speeds… via radio. (And make it the standout spot in a year-long 360 campaign).
The insight
Show don’t tell: What if we made the radio spot glitch as though it were connected to bad internet?
The idea
Partner with Grammy nominee Aloe Blacc, hacking radio to convey what a premium fiber connection feels like.
The Broken Ad – 30s Radio Spot
Campaign assets
The result
Part of a brand refresh that delivered:
- Highest recorded year-over-year growth in new fiber sales
- Major lift across every awareness metric
- 2× increase in click-through rates