Smart strategy and eye-catching creative drove unprecedented results

Cox was losing 60% of potential business to SBC, and then AT&T (post SBC’s acquisition). Research showed that Cox could beat them if given the chance. But how could Cox get the attention of businesses?  How could Cox get into the consideration set? SBC/AT&T was outspending Cox on advertising five-to-one.

The answered lied in a singular creative promise fueled from our deep understanding of competitive salesmanship juxtaposed customer motivations.  Customers said price was the key decision influencer. Yet the industry giant was 10-15% more expensive than Cox. The solution, make a bold claim.

“Show us your company’s bill and we’ll save you 15% over SBC/AT&T.”

The bold creative cut through the clutter and garnered immediate responses.  Click through rates rose. But more importantly, qualified leads increased by 20%, and sales increased by 32%, 9% over and above the campaign target goals.

Interestingly, we did not have to reduce the price of Cox services for any new customer. Plus, we increased awareness for Cox Business Services, receiving several calls from firms that never knew Cox provided services for businesses.

The impressive results proved to be Cox’s most successful marketing campaign to date and earned Cox its first Gold Cable Industry Award for Best Integrated Marketing Campaign.

Capitalizing on the impact we had in the marketplace, we refreshed the creative and transitioned the message from making your communications bills more attractive, to making your communications services more attractive with our “Dare to Compare” campaign. That campaign too drove year-over-year double digit sales increases.