Over the past 13 years, we’ve repositioned the Cable ONE brand and audience perception to ebb and flow with the changing times and trends. Cable ONE’s proprietary strategy for building trust and loyalty with their customers was to display themselves as a company that genuinely listens and cares enough to respond to their customers’ needs.
awareness of High Speed Data
of Cable ONE customers intend to renew
Cable ONE provides high-speed Internet along with cable and phone services to about 1.3 million subscribers across 19 states. In 2002, our first rebranding effort called for an authentic voice and message that could create trust and build customer retention. We created a campaign called “Watch Us Make You Smile” that presented a branded message of assurance that Cable ONE will strive to earn trust. The campaign launched in national TV spots, local cross-channel TV spots, print ads, radio spots and Internet advertising.
Ten years later, another rebrand was necessary. We helped Cable ONE established itself as a well-trusted company, but the competitive landscape had changed. The strategy was to position superiority over such brand behemoths as Qwest (now CenturyLink) AT&T and DirectTV.
The “Common Sense” campaign was developed and launched in late 2012 as an expression of market research that indicated that both Cable ONE customers, as well as prospects, wanted straightforward communications when it comes to video, high-speed internet and phone services. This effort has since unified all marketing communications, providing a uniform platform from which executions are developed.