The Hoff comes through for Pipex

Internet firm Pipex Communications today reported an estimated 50% rise in its rate of broadband connections after hiring television star David Hasselhoff to front its advertising campaign.

The combination of Mr Hasselhoff and tongue-in-cheek adverts including a “mini me” of the former Baywatch actor has helped boost sales.

In the £3m (€4.4m) campaign, “The Hoff” is featured in his “palace” clad in a leather jacket and white Pipex t-shirt talking about the advantages of cheaper broadband.

The TV, radio and online campaign, which was produced by ad agency Karmarama, also includes postcards available at cinemas.

Since its launch in August, awareness of the business name has also increased in the UK to 50%, Pipex said.

The announcement came as Pipex said underlying profits before tax doubled to £3.2m (€4.7m) in the first half up until June 30 compared to last year.

Pipex also announced today the acquisition of broadband provider Bulldog from Cable & Wireless for £12.5m (€18.4m), netting 110,000 customers.