Media > Best Integrated Campaign
3D ADVENTURE
GLOBALWORKS, New York / CABLEVISION SYSTEMS / 2011
Overview
Credits
OVERVIEW
Effectiveness
OPTIMUM Adventure 3D propelled OPTIMUM into the jet-stream of pop-culture discourse and 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.
Execution
Our solution: Bring this “hunt” to life by creating an adventure where treasure hunters scoured an ancient pyramid for hidden jewels— OPTIMUM’s TV, Internet and Phone. At the time Optimum had just generated buzz around its new 3D programming, which coincidentally launched when 3D technology and movies were making headlines worldwide. So we decided to ride the wave of this excitement and create an exhilarating 3D experience for our audience by developing a 3D stereoscopic version of the DRTV commercial, which aired in Cablevision’s own theatres, before blockbuster hits like Tron. Movie posters were also placed in the theatres and collateral pieces with 3D glasses were distributed. This, along with other mediums like DM, FSI’s, QR Codes invited people to the one-of-a-kind 3D experience online, to sign up for a sweepstakes with a 3D TV grand-prize, and most importantly to call the #800 to sign-up for OPTIMUM.
Strategy
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. And while Cablevision has distinguished its brand voice by using an array of campaign styles, including delivering brand and product benefits via a music video, within the parameters of a :60 DRTV format. Our challenge: to continue embodying entertainment and technology in an even more contemporary, transcendent way, by connecting with our complex tech savvy target. For 18-34 GM & Latinos living in the Tri-State area, new media and tech are not options, but integrated aspects of their cutting-edge, urban lifestyle. Because of this, they are constantly searching for the best deal on the latest tech, and sometimes that “hunt” can take them places they never imagined.
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