20458

E. Customer Relations Marketing
23. TV Spot or Promo or Other Video
Silver Winner

Feature Education

Cox Communications

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

Marketing Team: Rachel Hubscher - Director, Brand & Advertising - Cox Communications; Dawn Vaughn - Manager, Brand & Advertising - Cox Communications;

Marketing Summary

Situation Analysis

In a year where customers were increasingly expecting more value for their entertainment services, Cox wanted to remind current customers of the compelling content included with our Advanced Video services, often at no extra charge. Our competitors often promote low pricing, but don’t provide the same amount of overall consumer value. Cox needed to effectively differentiate our offerings in a cohesive campaign that included promotion of our Free Additional Outlets, more Premium value and Cox Advanced TV. The budget was primarily dedicated to development and production of this series of spots. Media placement was corporate and local cross channel.

Strategy

The plan was to create a campaign with a common theme. The creative would need to be entertaining and humorous, but also offer enough detail about the specific extra values that consumers would find relevant to drive interest and usage. We used our “Digis” to keep the tone friendly and consumer-minded. We relied heavily on graphics in this campaign to demonstrate the amount of consumer value, without overloading the script with everything included with the services.

Tactics

Since we were focused on reinforcing usage and value among our existing analog customers, we were able to reach the target audience by creating TV spots and using them on our national cross channel inventory. The messaging is also used in local marketing that showcases the incremental value of video service with Cox.