Marketing Campaign – Distributor
By | June 26, 2013
Winner
Ogilvy & Mather New York/
Time Warner Cable – Enjoy Better
How would you like to hang out with Frank Gallagher from Showtime’s “Shameless” or Carrie Mathison from “Homeland”? How about Emily Thorne from “Revenge”? Or the zombies from AMC’s “The Walking Dead”? OK, scratch that last one—but you get the idea. With the help of Ogilvy & Mather, Time Warner Cable partnered with programmers it distributes for a series of entertaining (and often hilarious) spots to promote its “Enjoy Better” tagline, reminding customers that their favorite shows come from TWC while touting the MSO’s technology such as VOD and features like “Start Over/Look Back.” Since the campaign began, TWC brand recall is up 9% and brand linkage has increased by 12%, with 18% growth in net Internet subscriber adds YOY. The spots also got widespread media coverage. All in all, a fun and effective campaign.
Honorable Mentions
Bright House Networks – Hello Friend Campaign
This campaign tapped into an ancient concept—keep your friends close. In the case of Bright House, that meant retaining and upselling existing subs. The MSO saw huge spikes in RGUs, with churn flat and a reduction in competitive disconnects of 11%.
Gray, Kirk/VanSant – Shentel Branding Campaign “Always Connected To You”
Does size matter? Not when it comes to marketing prowess and indie op Shentel, whose “Always Connected to You” campaign created an emotional connection to the brand with homespun TV spots, truck signage and other elements that drove a 12% increase in brand awareness almost immediately.