A new content marketing and influencer campaign takes a pop at internet providers including BT who offer capped broadband packages costing customers millions as they go over their limits.

The campaign, which will be promoted with digital display, social and video advertising, aims to drive awareness of TalkTalk’s credentials as the only ISP to offer unlimited broadband as standard on all broadband packages.

It includes a tongue in cheek video voiced by IT Crowd star Matt Berry which highlights the estimated £140m wasted every year by customers on capped broadband packages.

In the video the narrator struggles to get his head around the eye watering sum and the phrase ‘cap trap’, mistaking it for ‘cat flap’.

The campaign includes a specially devised broadband usage calculator that will allow users to see how much data their household gets through in a typical month by totting up their usage of popular sites and apps including BBC iPlayer, Netflix and All4.

Research by TalkTalk found that 86% of capped users don’t keep track of their usage, and pay an average of £11.30 extra every month.

As part of the campaign, key influencers will be given unlimited access to the latest movies and TV, one of the key drivers of record levels of data consumption on the TalkTalk network.

The Calculator was devised and created by Art Science, with video production by Stoke and Dagger. TalkTalk’s Managing Director for Consumer Tristia Harrison said: “We are proud to be the only provider to offer 100% totally unlimited broadband as standard. This clever campaign delivers that message and offers internet users the chance to find out just how much data they actually use. We want to make sure that no one ever falls into the broadband cap trap.”