20354

C. Business Services
01. Campaign
Gold Winner

JD Power Campaign

Cablevision Systems Corporation

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

Marketing Team: Jessica Arato McHugh - Director Commercial Markets M&A - Cablevision; Stephanie Anderson - VP Commercial Markets Marketing & Advertising - Cablevision;

Creative Team: Damion Sammarco - Creative Director - KBS&P

Marketing Summary

Situation Analysis

In a nationwide survey by J.D. Power and Associates, Optimum Business was ranked highest in customer satisfaction with small/midsize business phone and business data service providers. Optimum Business wanted to generate awareness for these two awards as a means to cement the “reliability” and product credibility factor in its product offerings.

Strategy

Small Businesses are always looking for credible sources to help influence their purchase decisions on various products particularly communications as they are critical to the smooth running of their operations. Optimum Business used the J.D. Power and Associates awards to challenge small-business owners to question whether they're with the best communications provider for their businesses. We used the awards to demonstrate we are the best. Develop a campaign around this highly credible third-party (JD Power) endorsement for both Optimum Online and Optimum Voice for business utilizing a spokesperson to deliver the message. Infuse within all points of customer advertising to extend the message and create energy and a halo effect around it, not only for Optimum Business but to the Optimum Brand as a whole.

Tactics

Eve vs. Eve :30 TV FSI Web Flash Piece Internet Advertising DM

Results

The spot initially achieved an unprecedented conversion rate against calls of 12%. Additionally, overall campaign sales showed a lift of 10% from the halo of the product awards.