Cox N.V. — T.V. & Radio
Cox Communications is the third largest cable entertainment and broadband services provider in the country. Regionally, their most competitive vertical market is Northern Virginia. And with Verizon and others far outspending, I sought to outsmart.
Leverage the goodwill and local-hero storyline of the previous marketing effort. Continue to combat competing claims from Verizon, while taking ownership of local market service.
After market evaluation, and campaign testing, the most relevant and results-promising strategy surfaced: meet, engage and connect with everyday Virginians, in a manner unavailable to Verizon. 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. Local residents cheerfully spoke their minds, and all shared clearly unscripted, positive stories about their dealings with Cox. The result was a warm, believable and entertaining campaign that positioned Cox as being positive, confident, local and reliable. The result: the increase of new Cox connections.