Plusnet's Massive New Identity Celebrates Joy in Saving

Value broadband provider Plusnet has today launched a new brand platform, Massive Value. Massive Plus, alongside a new face of the brand, Plusso, and a high energy campaign that celebrates finding joy in savvy saving.

The rebrand was created by both The Exchange, Plusnet’s in-house creative agency, and a cross-agency team from BT Group’s long-term partners at Publicis Groupe UK including Saatchi & Saatchi, MSL UK and Publicis Production. Designed for mainstream, value savvy adults, the refreshed brand platform celebrates Plusnet’s great value and the brand’s readiness to disrupt and challenge the connectivity space.

Massive Value. Massive Plus is rooted in a simple truth: spending less on the boring stuff means more to spend on the brilliant stuff. Bringing this attitude to life is Plusso, part cheerleader, part deal-hunter, who embodies this feeling. A pink, fluffy plus-symbol, Plusso’s mission is to champion great value and the joy it brings. He loves spotting great deals, and he loves sharing them even more. Whether it’s a clever saving, a useful find or an everyday win, Plusso is always rooting for people to get more from the things they need, so they have more room in their life for the things they love.

To mark the launch, today (26th October) Plusnet is kicking things off with a social-first campaign to find the new face of Plusnet. A series of tongue-in-cheek audition tapes will see familiar faces, including Charity Shop Sue, Diane from The Traitors, Rhys Does Things, George Baggs and 7.goldd, competing for the coveted role, only to be upstaged by an unexpected furry newcomer: Plusso.

As if that isn't enough Plusso for one day, consumers will then see him crash a series of playful takes on classic horror tropes in The Trailers. The social content series, narrated by comedian Josh Pugh, includes four films – The Deep, The Encounter, The Revealand The Mask – with Plusso showing how money saved on broadband can be spent on the things people really love. The Reveal opens with a shadow of Plusso alongside the warning: “The night is dark” before revealing “Full of broadband savings” and “With massive value you can treat yourself to a treat from the chippy”. While a second short, The Mask features a Halloween mask with an LED twist, before stating: “Massive Value means you can splash out on a massive pamper session. Go on, stick your feet up mate, you’ve earnt it.”

The launch will also bring Plusnet's value proposition to life through content inspired by key cultural moments; showing how the brand has been built to be social-first and on the pulse with what is going on in the lives of its customers. Kicking this off is a Halloween-themed influencer challenge, creatively demonstrating the savings customers could make by switching to Plusnet and what they will do with them – like buy their next Halloween costume.

Beyond launch, Plusnet is embracing a bold, entertainment-led approach to social, with the Plusso Posse leading the brand's social presence. At its heart is Plusso who will tap into trends, conversations and everyday internet culture, bringing a distinctive personality, humour and relevance to the brand's social channels.

Celebrating the new era of Plusnet, the brand is also giving away a year's free broadband to one hundred of its existing customers to make sure their 2027 is as massive as it can be. In addition, it is introducing the Massive Plus. Massive Value stamp, its iconic symbol of expertise in value, so customers know they are getting a good deal on their broadband.

To bring Massive Value. Massive Plus to audiences, WPP Media’s OpenConnect team has transformed the traditional telecoms media approach, shifting Plusnet to a social-only plan. Using WPP Open and audience insights, the team has designed the campaign to show up where Plusnet’s customers are spending their time, scrolling, searching, sharing finds and swapping recommendations, turning the message of savvy saving into an entertaining and unmistakable Plusnet identity.

The production behind the campaign was designed to build a brand world rather than simply deliver a fixed set of campaign assets. By combining traditional production craft with emerging AI technology, the team has created a distinctive character and a flexible production framework that can evolve alongside the brand. Developed through Publicis Production, this model enables Plusnet to create content across multiple platforms and formats and respond more quickly to cultural moments and scale production without compromising on creativity or consistency. Rather than starting from scratch with every campaign, the flexible approach establishes a reusable creative platform for Plusnet, giving them greater agility as Plusso's world continues to grow.

Alongside the introduction of Plusso, Plusnet has worked with The Exchange to create a refreshed visual identity. Featuring Plusso’s signature fluffy pink look and pink colourscape, this new identity has been emulated across all social activations and campaign imagery, including an updated logo and typeface.

Kelly Engstrom, Brand & Communications Director at Plusnet, said: "Plusnet is for people who love to live life to the full and want their money to go further. Our customers know the value of a great deal, and we want to help them spend less on the necessities, so they have more for the things they love.That is the idea behind Massive Value. Massive Plus: we take care of the boring stuff so our customers can focus on the brilliant stuff. Our bold, larger-than-life brand ambassador, Plusso, brings that promise to life in a fun, distinctive and unmistakably Plusnet way. We can't wait for the world to meet him."

Jason Wood, Principal, Group Brand at The Exchange, said: "We’ve rebuilt Plusnet’s identity from the ground up, looking at every element of the brand, from colour, typography and logo through to iconography, motion, tone of voice and its sonic identity. We had a passionate and dedicated team at The Exchange working across all these elements to create something made for how the brand needs to show up today: digital-first, social-first and always value-first. The result is an identity that’s bold, playful and full of personality, but also a robust, flexible system that can work just as hard everywhere Plusnet shows up. We also worked together with Publicis to develop Plusso’s character and make sure he fit into our wider identity system (it takes a village to raise a giant pink fluffy plus). Every element has been designed to feel unmistakably Plusnet, and to give Massive Value. Massive Plus, a brand world that can keep growing."

Ben Mooge, Groupe Chief Creative Officer, Publicis Groupe UK, said: "Our challenge was to help Plusnet stand out from brands competing on price alone, and seasonal savings. Massive Value. Massive Plus proves that Plusnet offers great value all year round - allowing people to save on essentials so they can spend more on the things they love. This core idea inspired Plusso, an ambassador of great value, who shows up in a distinctive way across social, and cultural moments. Plusso is born of the classic techniques of character animation, design craft, best in class voice talent, but brought to life with the most flexible platforms, and we’re excited to let him loose into the world."​​

The creation of the campaign, the character development and the social and creator content was led by MSL UK, with support from Saatchi & Saatchi on campaign creative, and execution. Both agencies were supported by St Marks Studio, Publicis Production andPlusnet’s in-house creative agency, The Exchange.

Additionally, Edelman managed consumer PR and strategy, introducing Plusso to the nation alongside singer and presenter, Kimberly Walsh, in a series of paparazzi style images designed to tease the arrival of Plusnet's newest addition to the team. A Buzzfeed media partnership launches today officially introducing Plusso via one of its popular CelebriTea video interviews, revealing for the first time why Kimberley was roaming the streets of London with a big, fluffy pink plus one.

The campaign launches today, 26th October and will run until the end of the year, across Meta, TikTok, YouTube, Reddit and Snapchat.

Credits:

PLUSNET

Cilesta van Doorn – Chief Brand & Marketing Communications Officer

Jo Carman – Commercial & Marketing Director

Kelly Engstrom - Brand & Communications Director

Jules Wilkin – Head of Brand Campaigns

Kathryn Enright - Campaign Manager

Nathan O’Dell - Head of Demand Generation Campaigns

Laura Stone – Media Manager

THE EXCHANGE

Jason Wood – Principal, Group Brand

Harriet Carter – Brand Manager

Jose Gregorio Salas – Digital Design Lead

Matt Dewdney – Design Lead

Drew Heatley – Copy Lead

Aziza Makame – Principal, Social Media Campaigns

PUBLICIS GROUPE

Ben Mooge - Groupe Chief Creative Officer

Emily Lewis Keane - Groupe Executive Strategy Partner

Jessica Ringshall - Groupe Chief Production Officer

Alice Kassapian - Groupe Client Lead

Anastasia Besson – Strategy Director

SAATCHI & SAATCHI

Chris Townsend - Group Creative Director

Steven Dodd - Senior Creative

Josh Dando - Senior Creative

Alex Pemberton - Executive Producer

Rosie Nolan - Associate Executive Producer

Izzy Woods - Senior Producer

Will Moore - Head of Strategy

Catherine Gaunt - Senior Strategist

Dayve Floch - Strategy Director

Leonie Chaudry - Head of Operations

Katya Hanbury-Williams - Business Lead

Daniella Wilmot - Account Director

Matisse Sipa Borgeaud - Account Manager

MSL UK

Jess Gross - Managing Partner

Michael Crosbie - Creative Director

Lornette Harley - Director

Eleanor Llewellyn - Associate Director

Vanessa Davey - Head of Delivery

Elle Bracher - Account Director

Dominic Shaw - Account Director

Megan Smith - Senior Copywriter

Gabriel Purvis - Senior Social Creative

Marianne Hernandez - Senior Designer

ST MARKS STUDIOS

Emilie Verlander - Executive Producer

Dave McDonogh - Production Director

PUBLICIS PRODUCTION

Nick Wavish - AI Creative Technologist and Director

Rob McDougall - Editor and AI artist

Jay Harwood - Executive Creative and Innovation Director

Greg Ratazzi - AI Creative Director

Tim Phillips - AI Production Lead

Amelia Gill - Production Client Lead

Kirsten Howe - Integrated Production Director

Lara Parker - Senior Post-Producer

James Goodwin-Davies - Senior Designer

Conor MacLeay - Senior Designer

Bella Cologlu - Senior Motion Designer

James Crickmore - Head of Design

Enrico Poli - AI Artist Lead

Balazs Domotor - AI Artist

Tamas Olajos - AI Artist

Scott Adamson - AI Artist

Paolo Ferrari - Ai Artist

Geraint Smith - AI Artist

Ivan Barretta - Ai Artist

Rob Millin - Ai Artist

MEDIA AGENCY – WPP MEDIA

Senior Vice President: Rebecca Marshall

VP, Clients: Carly Murray

Director, Planning: Kerry Tinker,

Manager, Planning - Megan Leader