Charter Communications DM OH SAY CAN YOU SEE by Fallon Minneapolis

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Industry Telecommunications Services
Media Direct marketing
Market United States
Agency Fallon Minneapolis
Art Director Aaron Seymour-Anderson, Daniel Burke
Copywriter Simon Roseblade, Joel Bratsch
Designer Alison Beattie
Producer Tony Mcgarry, Kirsten O'callaghan
Editor Jesse Thompson
Released June 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: CHARTER
Agency: FALLON
Date of First Appearance: Jun 28 2010
Entrant Company: FALLON, Minneapolis, USA
Entry URL:
Chief Creative Officer: Darren Spiller (Fallon)
Art Director: Aaron Seymour-Anderson/Daniel Burke (Fallon)
Copywriter: Simon Roseblade/Joel Bratsch (Fallon)
Integrated Producer: Matt Polski/Ted Knutson (Fallon)
Head of Integrated Production: Corey Esse (Fallon)
Designer: Alison Beattie (Fallon)
Director / Director of Photography: Albert Kodagolian (Bueno Films)
Executive Producer: Chris Crawford (Bueno Films)
Producer: Tony McGarry
Post Production: (Volt)
Editor: Jesse Thompson (The Assembly Line)
Producer: Kirsten O'Callaghan (Fallon)
Recording Studio: (BWN)
Business Affairs: Brendan Lawrence/Jeremy Hager (Fallon)
Development Company: (Sierra Bravo)
Media placement: TV Spot - Charter Cable, Online - 6/28/2010
Media placement: Website - Http:// - 6/28/2010
Media placement: Webcam Give Away - Http:// - 6/28/2010

Describe the brief/objective of the direct campaign.
Charter Communications wanted us to create a TV ad to run during the Fourth of July that talked about connecting military families through its high-speed Internet service. But rather than just making an ad talking about connecting military families, we decided to actually connect more of them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We took the TV production budget and bought as many webcams as we could, to give away to military families with loved ones serving overseas. To announce the initiative, which we called Oh Say Can You See?, we still needed a TV ad. But how do you make one when you’ve spent the entire production budget on webcams? Simple: You shoot it on webcams with the military families you helped connect. Viewers of the ad were directed to a website where they could request a free webcam.

Explain why the creative execution was relevant to the product or service.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within three days of airing the home-made commercial on Charter Communications’ free cable media, almost 20,000 visitors had been to the site, and a new home had been found for every last webcam. So, Charter did the honourable thing and ordered a few thousand more.