Time Warner Cable
Overview
All broadcast stations were required to switch from an analog to a digital signal by June 12, 2009. Consumers had varying degrees of awareness and many viewed the transition negatively. Hispanic consumers were particularly affected because they had a higher incidence of over-the-air signal reception and were lagging in adapting to the Digital Transition. People resented being forced to buy a new TV set, buy a converter box or sign up for cable or satellite.
The multi-channel campaign we created was directed to adults and seniors using both Spanish and English-language media. We also targeted influencers who impacted the cable purchase decision.
Campaign elements and channel mix included:
• Digital Transition TV – Spanish and English
• Direct Mail Print – Bilingual
• FSI Print – Bilingual
• Online, email blasts and mobile text messages
• Public Relations events hosted at key retailers (Walmart and Dearden’s), expert panels, bilingual brochures, on-site bilingual sales force
Several community events were hosted in the LA area attracting a total of 2,000 information-seekers, converting them to Time Warner Cable customers.
Results
Our goal was to cost effectively reach consumers in and convert them into Time Warner Cable subscribers. Our success metrics included tracking call volume via Ametrix—an Acento web-based proprietary tool. The campaign doubled the call volume resulting in an all time low cost-per-call (CPC) for Time Warner Cable:
• Q4 2008 CPC index (used as baseline): 100
• Q1 2009 CPC index: 53
• Q2 2009 CPC index: 55
