AdAge Small Agency of the Year
client since 2012
problem solved
insight | we needed to show this plugged-in but not super techy group what they were missing.
industry
telecom
collateral
online
television
modes activated
savings
background
in order to grow internet subscribers, GCI needed to steal share from the competition.
The competition offered an “unlimited” service but was considerably slower. But, while GCI’s superior product was faster at a more competitive price; it was not truly “unlimited.” And, as we know, people don’t like to give something up that’s “good enough”
insight
we needed to show this plugged-in but not super techy group what they were missing.
The competitor’s customers (our opportunity) were professional, educated, primarily two-person homes. They were streaming and using internet for both personal and professional use and settling for “good enough.”
solution
GCI’s advertising message opened would-be subscribers’ eyes by comparing the competition’s slow internet to the struggles of everyday physical tasks.
We deployed a competitive conquesting strategy. Our digital-only campaign used technology to exclude GCI’s existing customers, freeing us to provide a competitive-advantage message to non-customers only. Messages were tested on social platforms to determine which GCI benefit resonated most strongly, with communications extended across Facebook, Instagram, YouTube, search, and digital to ensure the right level of intensity for prospects.
Our advertising led prospective customers to a landing page which compared their current plan to GCI.
We won’t bore you with the advertising results – your boss doesn’t care about those anyway – let’s talk subscriber numbers:
