Cuckoo
Senior Creative
Copywriting Award – Winner, 2024
Broadband is a category where slow speeds, broken tech and awful customer service are the status quo. Cuckoo’s mission is clear: to change the industry for good. So instead, they bring fast full fibre speeds, free high-spec tech, top-rated customer service and free credit for every friend you refer. The brand’s visual and verbal identity speaks to just that – doing things differently, feeling joyful, and having a lot of fun along the way.
Here, I was Senior Creative and copy sign-off across all marketing channels and campaigns – including OOH, radio, digital, CRM, DM, print, and web.
In 2024, I was really chuffed to see some of this work win me a Women in Marketing Copywriting Award.
Identity & campaign
Broadband, done better
I wrote and developed ‘Broadband, done better’ – a positioning statement that captured Cuckoo’s rallying cry for higher standards in broadband, with a multichannel campaign to launch. It called out what the industry got wrong, while positioning Cuckoo as a brand that does broadband properly – not by being the cheapest or biggest, but by doing things better where it matters.
This brand campaign showed strong conversion – driving a 48% CTR uplift compared to the previous quarter.
Star Wars-themed concept & creative
For an event, I transformed Cuckoo into a full-blown space opera – casting us as a rebellious broadband force taking on the industry giants — Sky’lar, EE-2E, BT-3PO and Virginoid. The concept ran across a reworked Cuckoo logo, branded drinks tickets, planetarium signage and a parody of the iconic Star Wars opening crawl.
YouTube & UGC
I wrote and developed multiple YouTube and UGC ads – from script through to feedback. These were inspired by current frustrations with the broadband industry, and how we solved them through our USPs – amazing customer service, fair pricing, fast full fibre speeds.
‘Proper Eggy’ brand guidelines
From manifesto to mission, 3D worlds blurb to Tone of Voice, I crafted Cuckoo’s ‘Proper Eggy’ brand guidelines for all the world to see. This included a conceptual writing framework, ‘Writing in Yellow’, plus messaging guidelines for style, structure and vibe. And, in proper ‘Cuckoo’ fashion, we launched these on an external website – so anyone can see how we write, design and think. These guidelines were submitted for a D&AD Yellow Pencil award under the category of Brand Strategy, 1–249. Find them at propereggy.com.
Social media activations & concepts
From hooks to shoots, scriptwriting to storyboarding, I developed a tonne of concepts for social media organic. This included ideas around our key benefits (like the Refer a Friend story for Instagram below) to drive talkability, plus supporting on campaigns such as ‘Good Eggs’ – where team members answered off-beat questions and did a bit of show-and-tell. I even got to do some filming alongside our Bobsleigh sponsor team at their Olympic track. (And I went bobsleighing myself!)
Instagram stories
Instagram feed
TikTok
Lifecycle CRM
Across the end-to-end customer journey, I oversaw hundreds of comms – from warm prospect emails through to winback, welcome messages to Star Wars-themed buffering blogs.
Cuckoo Mobile and Cuckoo App
I developed the launch of Cuckoo Mobile – our SIM-only range – from headlines to product positioning. Plus, I wrote the Cuckoo App from scratch – which was designed as a self-serve function reducing calls in to Customer Care. This required a hybrid blend of Cuckoo tone and functional UX/UI copy, working with UX designers and product managers throughout in iterative sprints.
Cuckoo Mobile
Cuckoo App
