WOW! (Wide Open West Media) is a telecommunications provider competing against larger industry giants by allowing customers to build personalized bundles tailored to their specific lifestyle needs and entertainment preferences.
My Role:
OOH Ad Campaign
Stage:
Enterprise
Sector:
Telecommunications
Technology & Internet Services
Media & Communications
The Problem:
How do we attract a younger, more tech-savvy demographic to WOW! services in a way that resonates with their lifestyle and demonstrates understanding of their specific needs and interests?
The Solution:
Create an out-of-home advertising campaign using a distinctive visual equation format that illustrates how WOW! Plus services integrate seamlessly with various lifestyle scenarios, emphasizing customization and relevance to young consumers' daily lives.
Key Components:
Lifestyle-Focused Scenarios – Crafted specific content examples targeting college students and young adults, such as "Internet + coffee + all-nighters" and "Internet + cable + sci-fi marathons."
Targeted Messaging Strategy – Created tailored taglines addressing specific audience needs, like "get the internet you need to survive the semester" for students.
Customization Emphasis – Reinforced the key selling point with messages such as "build the bundle you want for all the entertainment you love," highlighting control and personalization.
Cohesive Visual Identity – Utilized consistent iconography across all billboards to establish brand recognition while allowing for scenario variation.
The Results:
Increased Youth Demographic Engagement – Successfully attracted younger audiences by speaking directly to their specific lifestyle needs and entertainment preferences.
Enhanced Brand Relevance – Positioned WOW! Plus as a telecom provider that understands the unique ways younger customers use and integrate technology into their daily lives.
Differentiated Offering Communication – Effectively conveyed the customizable nature of WOW! Plus bundles, distinguishing it from one-size-fits-all competitor packages.
Urban Visibility Boost – Created high-impact, easily digestible messaging for out-of-home placements where younger audiences are more likely to notice and engage.
Brand Personality Development – Established WOW! Plus as a contemporary, flexible service provider that speaks the language of younger consumers rather than appearing as a traditional utility company.
