Directed video product messaging for a 2009 Digital Transition integrated marketing campaign: Bilingual TV, web, print and radio for 18 systems/6M customers/9M homes passed.
Highlights:
Spanish TV and radio leveraging the popularity of the telenovela (Top 10 Spanish Language Programs) to illustrate loss of antenna programming after the Digital Transition.
Segmented print strategy motivates four unique segments with customized messaging and targeted service offers. The “Senior” Direct Mail Piece (shown) presents larger type and highlights relevant local programming than the “General market” DM utilizing differentiated creative and service offer, to test open and response rates.
Bi-lingual (Eng/Span) campaign tactics include:
• TV Spots (:30/:60/taggable) generating $1.48M in media value
• Radio
• Segmented Direct Mail
• Print Advertising
• Brochure > 500,000 distributed
• Retail Presence
• Customer Bill Insert
• Web Presence (www.cox.com and employee intranet)
Estimated reach: 6,000,000 Demos: Adults 18-49, Females 18-49 Adults 25-54, Adults 35+, Adults 65+
The third-largest U.S. cable TV company, Cox serves approximately 6 million residences and businesses.
Digital Transition Radio Spot
