Cox’s Refreshed Brand Helps Consumers “Get More Out Of What They’re Into”
NEW ORLEANS -- At the National Cable Television Associations’ “The Cable Show,” Cox Communications announced today that it would to put a fresh spin on its brand, “Your Friend in the Digital Age,” with new brand icons dubbed the “Digis.” “It’s been more than ten years since we launched the bundle of high-speed Internet, telephone and digital cable services and we’ve seen our brand opportunities evolve rapidly,” said Chief Marketing Officer Joe Rooney. “As technology became more advanced, consumers were faced with a whole new portfolio of digital products and services. We set out to become ‘a friend in the digital age’ partly in recognition that consumers could be a bit intimidated by all the technology choices and that some needed help in understanding new services such as high definition TV, DVR, On DEMAND and even high-speed Internet. Today’s consumers are evolving beyond that. They are embracing technology with a newfound confidence and want all that it has to offer. Our opportunity, now, is to help them get the absolute most out of their services.”
The Digis (as they are affectionately nicknamed) will debut in June in a new advertising campaign depicting their release from an enormous hangar in an unidentified region. In early concepts for the characters, they wore “1s” and “0s,” portraying digital bits of data, but they debut less literally. The Digis appear with a futuristic look, with blue racing stripes and visors that will allow consumers a glimpse into their digital vision from time to time.
In one of the forthcoming spots, the Digis help a new father celebrate the birth of his child by getting pictures out to family and friends on a laptop and a mobile device. “This is a great example of what the Digis are all about,” said Rooney. “They help get the most out of your digital services, so you can enjoy the special moments in life. At the end of the day,” Rooney added, “it’s about the customer and about playing a valuable role in their life.”
Cox’s agency of record, Doner (W.B. Doner & Company), was tapped to develop and execute the campaign. The largest independent advertising agency in the US, Doner has been the primary agency for Cox since March 2001. “The Digis represent what makes Cox different from the competition,” said Lisa Nardone, EVP and Account Management Director at Doner. “While Cox’s competitors focus on devices and technology, we saw an opportunity to embrace what makes Cox unique. The Digis embody technology but in the same human and approachable way that Cox is known for. That is why there is such a focus on the human connection in this campaign. It’s all about the consumer and Cox’s role as a ‘friend’ in helping them get more out of what they’re into.”
In addition to the TV spots, the Digis will appear in a host of interactive applications – from social networking sites like Facebook and MySpace, to a mini-site on Cox.com, where consumers will be able to view the advertising and download alternative music tracks from the campaign.
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