20433

A. Acquisition and Upgrade Marketing
06. TV Spot or Promo
Bronze Winner

Sir Roger

Cox Communications

Submitted by: Courtney C. Wood - Director, Acquisition Marketing - Cox Communications

Marketing Team: Philip Polk - Director, Segmentation Marketing - Cox Communications; Mike Pacifico - Executive Director, Marketing - Cox Communications; Courtney Wood - Director, Acquisition Marketing - Cox Communications

Creative Team: Bob Ballard - Lead Account Director - Periscope; Amber Graves - Account Supervisor - Periscope

Marketing Summary

Situation Analysis

High speed internet service dominates the marketplace and, in some regions, has become the lead service offering for telecom companies. Because of this highly competitive situation, Cox, like other telecom companies, has aggressively promoted high speed internet both as part of a bundled offering and as a stand alone service option. Until recently, the marketplace practice has been to sell internet service to existing video customers – primarily 25-49 yr old heads of households. With strong household penetration of the older demo, the need to tap emerging markets has led Cox to explore additional segments to target for continued growth.

Strategy

The strategy for promoting Cox internet service to the Millenials segments was to communicate the speed advantage of Cox vs. DSL competition because speed is a primary factor in the broadband internet purchase decision for this target. The creative approach leveraged a video game setting depicting a character that was more successful in the game when his “player” had a Cox high speed connection vs. DSL. A side by side comparison in the spot shows the difference in speeds to highlight to the consumer the benefit of having the Cox internet service for the fastest internet and best online experience.

Tactics

Direct response television was used as the primary communication tactic with direct response mail as a secondary tool. The direct mail was used to validate the targeted marketing approach via control testing to the millennial segment.