Sky Broadband has teamed up with girl group, the Sugababes, for a multi-channel campaign promoting its new 24/7 switching service.

The campaign emphasises how simple it is to switch broadband providers, comparing it to the ease of ‘pushing a button’.

This launch aligns with Ofcom’s new ‘One Touch Switch’ process, which aims to streamline the switching experience for consumers.

Developed by creative communications agency Taylor Herring and produced by St Mark’s Studios, the campaign’s centerpiece is a hero film where the Sugababes present a brand collaboration to Sky Broadband executives.

Drawing on their popular songs ‘Change’ and ‘About You Now,’ they position themselves as the ideal fit for promoting Sky Broadband’s 24/7 switching support service.

In a playful twist, the film features the group rebranding as the Suga Broadband Babes.

As part of the campaign, the Sugababes sang to commuters at King’s Cross station with an impromptu performance during rush hour.

“With every broadband provider in the country trying to persuade consumers to switch, Sky Broadband wanted to stand out from a sea of sameness, so we created an entertaining campaign that consumers would pay attention to,” said Sam Corry, managing partner at Taylor Herring.

Sky director of communications Nikki Fletcher added: “Switching to Sky Broadband has never been easier and we wanted a PR & social campaign that brought this message to life in a way that would spark joy.

“Partnering with iconic girlband the Sugababes was the perfect choice to demonstrate how switching to Sky Broadband is as easy as pushing a button.”