Optimum
You're Optimum, Or You're Not.
Optimum, one of the leading cable companies in New York, was losing their brand war to Verizon, and most of their communications were retail driven. So they came to us with the task of reinvigorating their messaging. We started by tweaking their existing tagline, changing "it's optimum, or it's not" to "you're optimum, or you're not" effectively shifting the conversation about us to our customers. The campaign focused on all the amazing possibilities their services offer and we owned this space by creating a unique vocabulary that illustrates how they empower their users.
TV spots highlighted these services and out of home peaked attention by covering billboards and homes with content. We even placed wifi-enabled kiosks in maternity wards and home improvement stores to allow for sharing and project planning.
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Qwest Communications
Get More ______ Into Your Life.
To promote the Qwest Bundle of DirecTV, DSL and Digital Voice the “passion-points” campaign was developed. Instead of creating a conventional retail push, messaging led with a brand idea and leveraged a passion-point as a way to start the conversation.
The launch included the NFL Sunday Ticket and morefootball.com powered by Qwest. It was their first online community, heavily targeting the four major Qwest football markets (Denver, Seattle, Arizona and Minnesota) where competition from cable companies was the strongest and we packed it with exclusive and user-generated content from tailgating street teams. We followed the idea up with a brand-led, technology-driven bundle for the holidays.
The campaign was a touchdown and helped turned a $12 million dollar account into an $18 million dollar one after its run.
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Verizon
It's Powerful Stuff.
This campaign was Verizon Online's first brand campaign. We never claimed we were faster. We didn't say we were better. We simply said, and showed, our product was 'powerful' with visual solutions. And people took notice.
The award-winning campaign rose brand awareness 26%, increased call volume by over 60% and helped grow the entire account for the agency.
