Cox Communications: HOME WITH THE HATTERYS

Credits & Description:

Advertiser: COX COMMUNICATIONS
Agency: DRAFTFCB
Category: Direct response broadcast: TV, radio & infomercials
Group Management Director: Cary Pierce (Draftfcb)
Director: Fred Goss (Company Films)
Copywriter: Jeff Huser (Draftfcb)
: Production Company (Company Films)
Director Strategic Planning: John Kenny (Draftfcb)
Copywriter: Tim Mason (Draftfcb)
Creative Director: Todd Durston (Draftfcb)
Executive Producer: Snake Roth (Draftfcb)
Creative Director: Berk Wasserman (Draftfcb)
Art Director: Bryan Burlison (Draftfcb)
Copywriter: Sue Salvi (Draftfcb)
Chief Creative Officer: Todd Tilford (Draftfcb)
Executive Creative Director: Chuck Rudnick (Draftfcb)
Director Customer Intelligence : Jay Rigler (Draftfcb)
Account Director: Laura Dugan (Draftfcb)
Copywriter: Ron Lazzeretti (Draftfcb)
Creative Director: Susan Betteridge (Draftfcb)
Art Director: Susan Moroco (Draftfcb)

Client Brief Or Objective
To increase innovation awareness and product relevance with an acquisition campaign designed to drive new customer connections and grow current customer services. We needed to develop a creative campaign that could link disparate products, reignite excitement of long-standing offerings, and generate sales over several quarters. In today’s family life, technology has the ability to alter our interpersonal relationships – for better or worse. We embraced this dynamic family insight and found an engaging platform to showcase how we all go a little crazy over technology.

Outcome
The campaign exceeded expectations. Overall campaign ROI increased 9% with each new spot. New customer connects increased 6% monthly. And DRTV cost per lead significantly decreased by 33%.

Execution
The Hattery Family was instrumental in launching new products, highlighting consumer benefits and communicating an overall value story. By focusing on the overzealous father, Cox was able to deliver strong messaging through a memorable, persuasive, true-to-life brand enthusiast.

Implementation
The best way to reach our target families was to create a sitcom-like family of our own. Like any great sitcom, we introduced relatable family characters including an overly enthusiastic father, a savvy mother, a hip teenage son and a naïve younger daughter. The family provided an entertaining platform for Cox to introduce new products, highlight exceptional benefits and tout new innovations. The campaign provided call-to-action via phone and website to capture lead generation and up-sell.