The main objectives of the Road Runner High Speed Online campaign were: increasing acquisition of new high long-term value prospects, infiltrating Time Warner Cable brand in satellite households that would consider a new video service and increasing the average revenue per unit among current customers.

The marketing strategy was to introduce and position Road Runner as the most complete and fastest online service with the key message: “Road Runner High Speed online is the fastest and better online service now available”.

The initial results of this campaign have generated immediate reaction from customers. The client has expressed his great excitement with the results. Although we haven’t received concrete numbers, he requested a branding execution out of this campaign that aired at the same time.

We are currently working on bringing the campaign online – a logical follow-up to the effort, utilising the offline characters as spoke persons to communicate the benefits of the service.Because the campaign aired recently and tracking results are being reviewed.

We faced two main challenges: First, communicate high speed; and second, presenting the new service in an untraditional way.We created memorable characters that represented well-known online icons, immersed in situations of distress and laziness due to the slow speed consumers without Road Runner must endure.A problem/solution format with a humorous approach talked about speed showing slow connection while representing the Internet without the use of a computer – it was an innovative way to send emails and download files.