WOW! (Wide Open West Media) is a telecommunications provider competing against larger industry giants by offering more consumer-friendly options and service that challenges traditional cable company expectations.
My Role:
Ad Campaigns
Stage:
Enterprise
Sector:
Telecommunications
Technology & Internet Services
Media & Communications
The Problem:
How do we help WOW! stand out in a crowded telecom market dominated by larger competitors with bigger marketing budgets, while effectively communicating their key differentiators?
The Solution:
Create the "Unexpected Advertising Campaign" featuring both live action and animated TV spots that highlight WOW!'s consumer-friendly policies and superior service, emphasizing how they defy typical cable company stereotypes.
Key Components:
Multi-Format Creative Approach – Developed a comprehensive campaign combining two live action TV spots and three animated spots to create variety and extend creative impact despite budget constraints.
Unexpected Messaging Framework – Built the campaign around the theme "it's not what you'd expect from a cable company," directly addressing and inverting consumer skepticism about the industry.
Anti-Bundle Positioning – Highlighted WOW!'s transparency with the message "don't get talked into the wrong bundle," differentiating from competitors' confusing package structures.
Key Differentiator Spotlight – Focused on specific consumer benefits including no contracts, $25 off for friend referrals, and superior multi-device handling capabilities.
Memorable Tagline Integration – Reinforced every message with the consistent tagline "it's that kind of experience," creating campaign cohesion while emphasizing WOW!'s exceptional service philosophy.
Live Action Commercials
Animated Commercials
The Results:
Increased Brand Recognition – Successfully established WOW! as a distinctive alternative in a market dominated by larger, less consumer-friendly competitors.
Competitive Differentiation – Effectively communicated key policy differences that positioned WOW! as the more transparent, flexible option compared to traditional cable providers.
Customer Acquisition Support – Promoted specific incentives like the $25 referral program to drive new customer sign-ups through existing customer networks.
Perception Shift – Challenged expected cable company behavior by highlighting policies that directly address common customer frustrations with the industry.
Cohesive Brand Voice – Established a consistent, approachable personality across creative executions, building a foundation for ongoing brand development in future campaigns.
