LFT Fiber: The Audition

Internet service is hard to get excited about. Most providers sell it with speed tiers, price grids, and a plan finder that reads like a spec sheet.

LFT Fiber is Acadiana’s hometown fiber provider, and it wanted people to feel known before they ever compared speeds. The brief called for a quiz that recommends the right plan, anchors a summer campaign, and sends people straight into checkout.

People will happily spend two minutes learning something about themselves. So the quiz asks how your household lives online based on your daily rituals. The plan recommendation arrives as the payoff.

A cast built from research

LFT's brand study included in-depth customer interviews, and we shaped the discussion guide around how people use the internet and what makes them switch providers. Those patterns became five archetypes, from the low-key streamer to the power user who already owns a backup generator.

Rooted in Acadiana

Music connects people across Acadiana, so the archetypes became a band. Animals let each one stand for a way of living online without tying it to age or demographics, and they give kids and parents something to share. The cast builds on the animal characters from LFT's holiday campaign, so the brand keeps growing a creative system it owns.

Five original characters: a heron, an opossum, a raccoon, a chicken, and an alligator. Each has a name, an instrument, and a personality people will recognize in their own house. We illustrated and animated all five so they could carry video, social, print, and the quiz itself.

Every answer turns up the instrument tied to your archetype. By the last question, your part of the song leads the mix. We produced an original track, split it into instrument stems, and built sound bars that react to each one as it plays.

Players trade an email for the reveal. They meet their bandmate, see the plan that fits their household, and check availability at their address on the way to checkout. Their inbox picks up from there with an email journey written for their bandmate and a playlist curated for each character.

The same cast and sound run through animated spots, paid social, display, direct mail, door hangers, email, and window clings at LFT's office. The quiz background moves with the same pattern as the video, so a click from an ad lands somewhere familiar.

The Audition gave LFT Fiber a cast of characters its own team now uses. Shortly after launch, LFT asked for the bandmates in its in-house design tools, and the characters are ready to grow into whatever the brand does next.

We kept tuning after launch. We cleared the first screen so people could start playing right away, then rewrote the ad creative to say plainly what waits on the other side of the click. Quiz starts from paid social rose roughly 7x. Every step from the first question to the availability check is tracked, and each archetype feeds its own email segment, so each change gets measured.

When brand, campaign, and web come from one team, a customer can go from a 15-second spot to a checkout page and hear the same song the whole way.