100% Frustration-Free Internet
The Challenge
Tachus had already earned a strong reputation for reliable fiber internet, but they needed a bigger, more recognizable brand personality that could separate them from the sea of generic internet providers.
The goal was to create a campaign that felt unmistakably Tachus while reinforcing their promise of 100% Frustration-Free internet.
The Insight
Everyone has experienced the frustration of bad internet.
Buffering, lagging, outages, and terrible customer service had become accepted as “normal” in the category. Tachus wasn’t just selling faster internet. They were selling freedom from the nonsense consumers had learned to tolerate.
The Approach
Instead of talking like a typical telecom brand, we created Trudy: a bold, unapologetic grandmother with zero patience for bad internet.
Trudy became the face of the 100% Frustration-Free campaign, delivering attitude, humor, and personality across every touchpoint while embodying the confidence and reliability that set Tachus apart.
What We Created
A fully integrated campaign spanning video, social media, paid media, OOH, direct mail, POP, loyalty marketing, and digital content, all centered around the larger-than-life personality of Trudy and the 100% Frustration-Free brand platform.
The Impact
The campaign helped transform Trudy into a recognizable brand personality while driving meaningful business growth and engagement across the market.
The work generated over 174,000 new website users, increased engagement time by more than 86%, and contributed to a 123% increase in monthly purchases following launch. Most importantly, Tachus stood out in a category where most competitors still sound exactly the same.
