OPTIMUM 3D ADVENTURE by GLOBALWORKS for CABLEVISION SYSTEMS

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OPTIMUM 3D ADVENTURE

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Industry Telecommunications Services
Media Direct marketing
Market United States
Agency GLOBALWORKS
Director Dan Williams, Angus Kneale
Associate Creative Director Hazel Swayne
Art Director Jorge Moret
Copywriter Natalia Casas, Ibon Iraola
Producer Nic Barnes, Arlene Fernandez
Account Supervisor Miguel Villagran, Bernard Macias
Released January 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: CABLEVISION SYSTEMS
Product/Service: OPTIMUM TRIPLE PLAY
Agency: GLOBALWORKS
Date of First Appearance: Jan 5 2011
Entrant Company: GLOBALWORKS, New York, USA
Entry URL: http://www.optimum3dadventure.com
Vice President of Marketing & Advertising: Joe Leonard (Cablevision)
Director Multicultural Strategy and Management: Victor Garcia-Bory (Cablevision)
Marketing Manager: Adrian Garcia (Cablevision)
Chief Creative Officer: Anna Radzievsky (GlobalWorks)
Multicultural Creative Director: Inaki Escudero (GlobalWorks)
Associate Creative Director: Hazel Swayne (GlobalWorks)
Multicultural Group Director: Jose Velez-Silva (GlobalWorks)
Account Supervisor: Miguel Villagran (GlobalWorks)
Art Director: Jorge Moret (GlobalWorks)
Copywriter: Natalia Casas (GlobalWorks)
Copywriter: Ibon Iraola (GlobalWorks)
Producer: Arlene Fernandez (GlobalWorks)
Director: Angus Kneale (The Mill)
Director: Dan Williams (The Mill)
Producer: Nic Barnes (The Mill)
Music: Barking Owl (Barking Owl)
Ideation Supervisor: Jessica Rodriguez (GlobalWorks)
Chief Development Officer: Mans Angantyr (GlobalWorks)
Web Designer: Anthoni Rodriguez (GlobalWorks)
Account Supervisor: Bernard macias (GlobalWorks)
Media placement: TV Spot - ABC - January 5, 2011
Media placement: Cinema 3D Spot - Clearview Cinemas - January 18, 2011
Media placement: Movie Poster - Clearview Cinemas - January 18, 2011
Media placement: Newspaper - Newsday - January 28, 2011
Media placement: Newspaper FSI - Town Crier (Pennysaver) - March 10, 2011
Media placement: Online Banner Ads - Optimum.com - February 20, 2011
Media placement: Website (3D) - Www.optimum3dadventure.com - February 18, 2011
Media placement: Direct Mail OE - Private - February 14, 2011
Media placement: Email Blast - Private - January 24, 2011

Describe the brief/objective of the direct campaign.
The Telecom category consists of a cavalcade of brands perpetually seeking to trump each other with the best service: the most channels, fastest Internet speeds, and best phone, at the lowest price. Cablevision has distinguished its brand voice by using an array of campaign styles, including music video formats, to deliver both branding and product benefits via DRTV. Our challenge: to embody entertainment and technology in a contemporary, transcendent way, with the goal of gaining market share by connecting with our complex target—18-34 GM & Latinos, within the Tri-State area, 50% of whom are “Technology Wizards” (Simmons 2010).

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
New media and tech are not options, but integrated aspects of our targets’ cutting-edge, urban lifestyle. And we know they are constantly searching for the best deal on the latest tech. Our solution: To bring this “hunt” to life by creating an adventure where treasure hunters scoured an ancient pyramid in the depths of the Amazon for hidden jewels—Optimum’s 3 products—TV, Internet and Phone. While brainstorming, we sought ways to incorporate current technology trends and consumer habit changes, when it all made sense—why not break the rules and make the DRTV spot a totally engaging 3D experience?

Explain why the creative execution was relevant to the product or service.
For Optimum, 3D made perfect sense. The idea came at a time when the brand had just made headlines with technological advancements such as its new iPhone/Android App, Web DVR and Optimum Select— which will soon let you make purchases straight from your TV. But the most exciting buzz revolved around Optimum’s new 3D programming that offers high-definition 3D programs launched earlier in the year. Our idea rode the crest of this excitement by creating an exhilarating experience for our audience, while continuing to propel Optimum to the forefront of the technology frontier and into the jet-stream of pop-culture discourse.

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.
Optimum Adventure 3D has proven to be an all around success for Cablevision. The 360 experience continues to generate positive brand awareness and brand interaction across its interconnected, traditional and digital consumer touch points to over a hundred thousand people. While Q1 public subscriber information is not yet published, response levels have been robust and are at, or exceed the levels of prior successful DRTV campaigns.