The creative idea sprang right out the product, or rather, the scrambled look the product before you subscribe. In phase one an outdoor teaser campaign used scrambled scenes showing just enough for people to recognize high profile movies and actors. The campaign tag line 'See What You’re Missing – combined the consumer benefit and an acquisition message all in one.Phase two (TV and outdoor) introduced the logo and phone number. People who did want to see what they were missing now had all the information they needed to be able to sign up and start watching.

The campaign was seen and noted: advertising awareness reached 85%, and correct message recall was 95% among potential subscribers. More importantly, it was effective. Prior to the campaign TMN was experiencing a notable decrease in the rate of new (and therefore total) subscribers. By the end of the campaign, new subscribers not only regained the ground that had been lost, but actually moved the business ahead in double-digit growth.