That Cable Junk Mail You’re Getting? It’s Great as a Paper Crane

Switch from cable to fiber and the cable company keeps writing. The envelopes arrive on schedule, each offer a little sweeter and a little more hopeful than the last.

Fidium Fiber Internet, the fiber provider based in Mattoon, Illinois, has a use for that pile. “Junk Mail Makeover,” created by Bray & Co from New York, shows people how to fold competitor mailers into origami cranes, paper airplanes and fortune tellers.

The letters that follow a breakup

“This idea playfully undermines the competitive junk mail that people still get after switching to Fidium Fiber Internet,” said Peter Bray, Founder and Executive Creative Director at Bray & Co. “It relieves people of those thirsty break-up letters by turning their trash into treasures.”

“Thirsty break-up letters” is the whole idea in four words. Anyone who has left a cable company knows the genre.

A crane, a plane and a fortune teller

The campaign lives on Fidium’s Instagram and Facebook pages and on a microsite. Graphics and how-to videos walk through three projects, step by step: an origami crane, a sturdy paper airplane and the hand-held fortune teller that ruled the back of every classroom.

It’s arts and crafts with a competitive streak. A rival’s best offer becomes a crane on the windowsill.

Empathy with a crease down the middle

Bray & Co saw room to remind potential Fidium subscribers that mail from any other provider is as good as junk, so they may as well have fun with it. The fun sits on top of a real irritation.

“The concept also offers a sense of empathy with cable customers subject to the very real, frustrating experience of receiving tons of spam email and flyers at their home address and offers a fitting solution,” said Kelly Mertesdorf, SVP, Creative Strategy at Bray & Co.

The next chapter of “Enough Already”

“Junk Mail Makeover” builds on “Enough Already,” the Fidium campaign Bray & Co launched earlier this year around the daily grievances of cable customers: lag, buffering and speed throttling. “The Fidium Effect” TV spots followed in June, telling the story of the switch through a busy suburban family.

The pitch underneath stays consistent. Fidium says its fiber connection runs up to 40 times faster than cable, handles 150 devices at once and holds full speed around the clock, backed by a 30-day money-back guarantee and simple pricing.

A social craft project gives that argument a lighter way in. A paper crane earns a pause in the feed.

Plenty of time to practice

The campaign runs through 2027, which suits the subject. The cable company will keep writing.

The cranes will keep getting better.

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Bray & Co
Peter Bray LinkedIn
Kelly Mertesdorf LinkedIn
Bray & Co LinkedIn
Contact: peter@brayand.co | (929) 309-0181