20244

H. Traditional Direct Response Marketing
06. TV Spot or Promo (Non Campaign)
Gold Winner

TP DRTV

Cablevision Systems Corp.

Submitted by: Joe P. Leonard - VP, Mass Marketing - Cablevision Systems Corp.

Marketing Team: Joe Leonard - VP, Marketing & Advertising - Cablevision; Victor Garcia-Bory - Director Marketing Management - Cablevision; Adrian Jordan - Marketing Manager - Cablevision

Creative Team: Caroline Fish - Creative Director - Global Works; Iñaki Escuerdo - Creative Director - Global Works; Jorge Moret - Art Director - Global Works; Beatriz Valdes - Account Director - Global Works; Miguel Villagran - Account Supervisor - Global Works

Marketing Summary

Situation Analysis

In a hypercompetitive environment in which multiple non-MSO competitors aggressively sought to increase their market penetration, the Optimum Triple Play Hispanic campaign continues to be successful in 2009. The challenge was to strengthen and keep the campaign fresh and relevant while also outlining Optimum Triple Play’s competitive advantages and key customer benefits.

Strategy

As part of the ongoing Triple Play marketing campaign, we created a series of Music Video based commercials which are driven by compelling customer and product insights. The creative approach used for all three spots is relevant to, and innovative in, the marketplace. To drive call volume and sales as well as to maintain the Optimum Triple Play top of mind and persuasion levels among non-subs in the New York DMA, we utilized these unique :60 spots in local broadcast TV networks avails.

Tactics

We created three :60 seconds Music-Video spots (Newsstand, Funhouse, and Mash Up) which communicate our products key features while highlighting key customer benefits. Newsstand takes the campaign up to a higher level of production values and relevancy by highlighting our products attributes in a fun and impactful way. Funhouse’s innovative creative and production techniques contributed create a compelling and enjoyable TV commercial that focuses on what our customers most care about: the benefits that the Optimum Triple Play bring to them. From the creative and production standpoints, Mash Up represents an incursion in a world of contemporary music and video techniques where existing successful benefit-centric executions come together in new ways that capture customers’ attention in innovative ways. Altogether, our TV spots aim at possessing breakthrough visual treatments and sound designs that render the commercials memorable and enjoyable.

Results

All these Triple Play DRTV spots continue to be the main driver of our mass media success, contributing to an increase in Triple Play sales and call levels, which in 2009 met our expectations and surpassed 2008 levels.