STRategy
To achieve the consumer grassroots market pull, Rainier re-cast Sckipio’s extremely techy B-to-B messaging into something that conveyed genuine value to broadband consumers – people connecting to and using the Internet for media consumption at home on a variety of devices.
As Rainier and Sckipio worked on consumer-facing messaging for Gfast, it was determined that what consumers want most from their broadband service is both ultrafast download, plus ultrafast upload speeds due to rapid increases in user-generated video content. Rainier and Sckipio developed tangible consumer messaging, including, “At today's upload speeds, it would take the average broadband subscriber over five hours to upload a thirty-second full-resolution, GoPro 4K video to YouTube -- the same amount of time it would take to fly from Los Angeles to New York City. With the Gfast solution from Sckipio, consumers could upload the same video in 2.5 minutes – less time than it would take to brew a cup of coffee.”
For CES, Rainier developed a press release entitled, “Ultrafast Broadband Gaining Traction at Consumer Electronics Show; Sckipio Demonstrates 750 Mbps Upload Speed Over Twisted Pair,” and used this release to set up many pre-briefings with reporters and analysts. The release boldly stated that Gfast could deliver broadband 100 times faster than current DSL technologies. Rainier recommend issuing the release several days ahead of CES in order to break through the overwhelming CES noise.
Results
