Relish, "London’s new wireless broadband service", wants you to know how ridiculous hidden costs can be. Sure, often with a long-term broadband contract we accept a nasty sting in the tail with line rental and yearly price increases - but how far can one push the concept?
In order to really emphasise how silly and unfair these hidden costs can be, Relish took to the streets of London to push "selfie fees" to tourists and "pavement maintenance costs" to passing joggers. The point being - you refuse to accept these wildly inappropriate fees - so why pay them when it comes to broadband internet? The idea of pushing fees on people (even in jest), does come across as a little mean to a stiff-upper-lipped British audience, hence why comments might have been disabled on the YouTube video.
Nevertheless, this 'experiment' - although it really does feel more like a YouTube prank - is in good nature, perhaps too positive with its jocular and friendly fake council warden. I want to see a Working Class Mum in Chelmsford 'kick off' and start swearing and threatening violence. That's how you get those YouTube hits.
"It's just a prank, bro!"
Relish told Adland:
The video highlights that you don’t pay unexpected charges doing normal activities, so why should you do so with your broadband provider?
From being charged for taking selfies, crossing London bridges, or even a pavement maintenance fee for joggers, the hilarious video does a great job of proving the point that most people won’t put up with unexpected charges.
The video comes following research by Relish that discovered that 40% of people did not know the exact cost of their broadband and 44% of consumers are unsure when their broadband contact ends.
Bit of a surprise that 40% of consumers don't know exactly what they're paying for their broadband. Although I'd argue the real shocker is paying for a speed you're not getting.
No one has time for that when they're torrenting Game of Thrones in 1080p, while playing League of Legends with twenty Korean kids. Dammit, it's almost 2016, and I want my broadband harder, better, faster, stronger and preferably beamed directly into my head. Your move, Relish.
Client: Relish
Agency: W Communications
Videographer: Rob McCourt
Production Agency: Close Up Productions
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