Cox N.V. — Online & Offline

For
Cox Northern Virginia
Description

BACKGROUND
Cox of Northern Virginia was being outspent by Verizon by as much as 10 to 1 in marketing campaigns.

CHALLENGE
After market evaluation, competitive mapping, and campaign testing, the most relevant and results promising strategy surfaced: meet, engage and connect with everyday Virginians, in a manner unavailable to Verizon.

SOLUTION
The message strategy resulted in the creative execution, “The Word Is Out. ” Our ambassador, “Pete,” visited dozens of locations in Cox Virginia areas with a camera crew, and ambush-interviewed mall shoppers, bystanders and people at work, at play and on lunch breaks
about how they use Cox products in their homes.

THE RESULT
Increase in new Cox connections.

MY ROLE
Concept, creative direction and copywriting.

Type
Telecommunications