FCB Chicago teamed with Cox Business to find a creative way to highlight how the internet—and Cox—are at the heart of the connection between small businesses and their customers. The campaign focused on relatable, human moments in consumers’ lives, highlighting the various businesses that made those moments happen. One commercial spot showed how a wedding came together thanks to connections to a florist, baker and photographer. Another showed a couple adding a patio to their house, with a hardware store, furniture store and appliance store highlighted. The 2021 “As Connected” campaign resulted in 135K marketing actions by potential customers—an impressive 50% over the goal. Cox Business also saw a 41% increase in website visits, as well as a 6% increase in average amount spent per customer. Perhaps most importantly was the impact the video campaign had on overall brand favorability, with double-digit increases in almost all brand KPIs versus the leading competitor. This included an 11% increase in awareness versus Cox Business’s next competitor, an 11% increase in familiarity versus the next competitor and a 5% increase in future consideration.
