20355

C. Business Services
06. TV Spot or Promo
Gold Winner

Streetview

Cablevision Systems Corporation

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

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

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

Marketing Summary

Situation Analysis

Optimum Business and Optimum Lightpath were looking to create a “continuum” of awareness” for voice and data products. The idea was to create awareness that Optimum has the right set of voice and data products for your business whether you are small or large enterprise. Additionally, we wanted to increase yields and affinity for Optimum as a business communications provider by positioning Optimum as the company with a complete solution.

Strategy

Utilize product and savings testimonials from real, local businesses (small and large) to demonstrate the wide range of voice and data solutions for all sizes of business, and, infuse those within a unique “fly through” graphic environment to demonstrate the wide geographic area (tri state) where Optimum Products are available. Incorporate a strong value call to action for both Optimum Business and Lightpath with savings of up to 50% or more for our reliable, fast fiber-optic network.

Tactics

:60 TV