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Time Warner Attacks
A competitive campaign that swayed perception and cable subscription
Challenge
As a leader in the aggressive telecom industry, Time Warner Cable (TWC) is the constant target of attacks from its competitors, primarily AT&T, within the Texas market. GDC was tapped by TWC to create a campaign that would address the attacks, retain subscribers and attract new customers.
Action
GDC’s advertising strategy integrated marketing, creative, media and digital services.
- Performed Certitude™ research to quantify customers’ perceptions of satellite television, which guided our messaging
- Created and tested creative campaigns among focus groups to help select the most effective approach
- Developed and produced advertising for TV, radio, digital, print, billboard and direct mail
Result
In the first two months of the campaign, sales volumes soared across all of Time Warner Cable’s product offerings. Connects for one product went from 3,500 to 13,500, and another product showed 2,800% increase. Follow-up research indicated a sharp decline in the perception of satellite service among Texas customers.
