Although the country’s biggest mobile provider, Vodafone was a distant third in Ireland’s home broadband market. This case details the effectiveness of strategy over three years to increase profitably of the brand’s share of Irish home broadband by growing awareness, credibility, and consideration, and by increasing share of voice. An initial phase of ads featured a TV celebrity architect demonstrating the benefits of home broadband. Later, Vodafone employed its masterbrand approach of linking its brand to family dramas. Share increased by 0.49 points a year, and Vodafone became the fastest-growing brand in the broadband market.