Direct > Product & Service
OPTIMUM 3D ADVENTURE
GLOBALWORKS, New York / CABLEVISION SYSTEMS / 2011
Overview
Credits
OVERVIEW
BriefWithProjectedOutcomes
New media and tech are not options, but integrated aspects of our targets’ cutting-edge, urban lifestyle. And we know they are constantly searching for the best deal on the latest tech. Our solution: To bring this “hunt” to life by creating an adventure where treasure hunters scoured an ancient pyramid in the depths of the Amazon for hidden jewels—Optimum’s 3 products—TV, Internet and Phone. While brainstorming, we sought ways to incorporate current technology trends and consumer habit changes, when it all made sense—why not break the rules and make the DRTV spot a totally engaging 3D experience?
ClientBriefOrObjective
The Telecom category consists of a cavalcade of brands perpetually seeking to trump each other with the best service: the most channels, fastest Internet speeds, and best phone, at the lowest price. Cablevision has distinguished its brand voice by using an array of campaign styles, including music video formats, to deliver both branding and product benefits via DRTV. Our challenge: to embody entertainment and technology in a contemporary, transcendent way, with the goal of gaining market share by connecting with our complex target—18-34 GM & Latinos, within the Tri-State area, 50% of whom are “Technology Wizards” (Simmons 2010).
Effectiveness
Optimum Adventure 3D has proven to be an all around success for Cablevision. The 360 experience continues to generate positive brand awareness and brand interaction across its interconnected, traditional and digital consumer touch points to over a hundred thousand people. While Q1 public subscriber information is not yet published, response levels have been robust and are at, or exceed the levels of prior successful DRTV campaigns.
Relevancy
For Optimum, 3D made perfect sense. The idea came at a time when the brand had just made headlines with technological advancements such as its new iPhone/Android App, Web DVR and Optimum Select— which will soon let you make purchases straight from your TV. But the most exciting buzz revolved around Optimum’s new 3D programming that offers high-definition 3D programs launched earlier in the year. Our idea rode the crest of this excitement by creating an exhilarating experience for our audience, while continuing to propel Optimum to the forefront of the technology frontier and into the jet-stream of pop-culture discourse.
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