20119

B. Brand Image and Positioning
06. TV Spot or Promo
Gold Winner

Easy Street IV

Bright House Networks

Submitted by: Scott Ankerholz - Account Group Director - Fry Hammond Barr

Marketing Team: Stephen Colafrancesco - Corporate VP of Marketing - Bright House Networks; Cathy Schelb - VP Marketing, Central Florida - Bright House Networks; Michelle Stuart - VP Marketing, Tampa - Bright House Networks; Barbara St. Clair - Sr. Marketing Director, Tampa - Bright House Networks

Creative Team: Tim Fisher - VP, Executive Creative Director - Fry Hammond Barr; John Logan - Creative Director - Fry Hammond Barr; Shannon Hallare - Director of Broadcast Production - Fry Hammond Barr; Jeff Sternberg - Executive Vice President - Fry Hammond Barr

Marketing Summary

Situation Analysis

With competition heating up from multiple telcos leveraging far greater marketing budgets, Bright House Networks needed to ensure that the brand was positioned effectively against the competition. Not just as a service provider, but as a company that makes life a little easier and sometimes even magical.

Strategy

Extend our ongoing “Easy Street” brand campaign to incorporate specific examples of how Bright House products and services make lives easier in recessionary times. The spots focused on sharing quality time with friends, helping students succeed in school, and forming stronger family ties.

Tactics

The campaign debuted in the second half of 2009 with broadcast and cross channel support. Ongoing tracking research provided the tools necessary to measure results.