DELTA Fiber

How a challenger strategy transformed a small, provincial internet provider into one of the top three national brands.

DELTA Fiber Nederland, formerly headquartered in the province of Zeeland and now in Schiedam (near Rotterdam), is a Dutch telecommunications company. Initially catering to residential and business customers in their local region with internet, television, and telephone services. The company harbored larger aspirations...

Client :

DELTA Fiber

Category :

Brand strategy, Creative strategy, Creative soncept, Copy & design, TVC, Radio, Online video, Social, (D)OOH, Print, In-store, Direct mailing

DELTA Fiber's challenge

DELTA Fiber aimed to expand its high-speed fiber-optic internet services across the Netherlands. This expansion meant competing on a national scale against well-established brands with significant authority and budgets triple their own, including KPN, Vodafone/Ziggo, and T-Mobile. DELTA knew it had to outsmart the competition.

The Insight

While competitors continued to view fiber-optic internet as innovative, futuristic, and exclusive to urban tech enthusiasts, we identified the true opportunity lying within the early and late majority audiences. This demographic sought assurance before embracing modern technology. Our brand strategy pivoted around the theme 'DELTA gaat verder’ ('Delta moves on'), emphasizing our commitment to enabling tangible benefits of fiber-optic internet for everyday users.

Our core creative idea

We introduced three relatable characters—Daan, Dirk, and Donnie—who resonate with people across the Netherlands. Each character embodies a value significant to our audience: one illustrates the tangible benefits of fiber-optic internet, another alleviates concerns about connectivity, and the third emphasizes Delta's seamless integration into daily household routines.

Case video 'DELTA gaat verder'

The results

Four years following the initiation of the 3D's campaign, DELTA surged to become the third-largest brand in fiber-optic internet.

✔ +35% helped brand associations (category optical fiber)
✔ +103% helped brand recognition
✔ +85% brand consideration
✔ +500% brand preference
✔ +79% base growth within 12 months

The results

Four years following the initiation of the 3D's campaign, DELTA surged to become the third-largest brand in fiber-optic internet.

✔ +35% helped brand associations (category optical fiber)
✔ +103% helped brand recognition
✔ +85% brand consideration
✔ +500% brand preference
✔ +79% base growth within 12 months

360 content & campaigns

Since 2021, we have developed a new national ATL campaign every year for four consecutive years. These campaigns have always had a 360-degree approach, and since 2024, we have not only focused on the consumer but also aligned DELTA Business with the national campaigns in terms of the use of the 3D’s in concept.