About This Project
Always Connected to You.
ABOUT THIS CAMPAIGN
Shentel is a broadband provider serving rural communities in Virginia and West Virginia, historically underserved areas, where people dislike cable companies even more than the rest of us.
Shentel upgraded their network to fiber optics, but did not experience any real growth. For highly mistrustful consumers, the claim of fastest Internet, sharpest TV and clearest voice was just another claim.
GKV re-branded Shentel to reflect its rural, neighborly roots and unique position as the region’s only local provider (they began as Shenandoah Telephone over 100 years ago). “Always Connected to You” presents Shentel as an authentic, hard-working member of the communities it serves, a company that will succeed with actions, not words. A sharp contrast in a category that was completely lacking humanity. Shentel’s business responded immediately and so did its net promoter scores, so we weren’t the only ones promoting the brand.