COX Northern Virginia — Word Is Out Bundle

CLIENT: Cox Communications of Virginia is a TV/Internet/phone provider in one of the nation's most competitive markets, with Verizon and others far outspending Cox with an aggressive goal of dominating market share.

CHALLENGE: Cox employee ambassadors successfully connected with customers in the "We Live Here, Too" campaign. The challenge then became to successfully combat competing claims from Verizon and others, while leveraging the goodwill of the local-hero storyline of "We Live Here, Too."

SOLUTION: After market evaluation, competitive mapping, and campaign testing, the most relevant and results-promising strategy surfaced: meet, engage and connect with everyday Virginians, in a manner unavailable to Verizon. The message strategy resulted in the creative execution, "The Word Is Out". Our spokesman, "Pete", visited dozens of locations in Cox Virginia areas with a camera crew, and ambush-interviewed mall shoppers, bystanders and people at work, at play and on lunch breaks about how they use Cox products in their homes. Local residents cheerfully spoke their minds, and all shared clearly unscripted, positive stories about their dealings with Cox. The result was a warm, believable and entertaining campaign that positioned Cox as being positive, confident, local and relatable. The result: the increase of new Cox connections that began with "We Live Here, Too" jumped again.

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