Time Warner Cable — TV
Time Warner Cable is the second largest cable operator in the U.S., and serves more than 14 million customers who subscribe to one or more of its video, high-speed data and voice services.
Facing a competitive push from satellite-based providers, Comcast needed to both educate and win potential new subscribers, and upgrade current subscribers to Digital Cable and DVR service.
Develop a campaign anthem that was both arresting and informative of the product’s unique selling point. “Hold Everything” presented the compelling and easy-to-use advantages of Time Warner’s real-life benefits through an emotional and energetic connection. Originally developed to promote al the benefits of a DVR ( which was not yet available from satellite providers), the theme also provided the elasticity to promote each of Comcast’s products, including the bundle.
Time Warner Cable new connects grew by double-digits.