Client:         Time Warner Cable

Product:     Road Runner High Speed Internet

Creative:    View case study creative materials.

    The goal was to introduce Time Warner Cable’s new product, Road Runner High Speed, in a manner that was understandable, overcame price objections versus dial-up services and helped illustrate the advantages of speed on the internet. In addition, this introduction could be made only when the product became available in certain geographic segments of the Time Warner service area.

    The solution was to use a multi-platform marketing and advertising strategy to blanket the Time Warner service area with Road Runner impressions. We took full advantage of all mediums including TV, print, radio, direct mail and outdoor advertising.  In each medium we selected those outlets where we could gain the greatest access to our potential subscriber base and then structured a media plan, which took advantage of that access. Creative materials were designed that first sought to educate, then to overcome specific consumer objections or concerns. Materials were also developed relative to the product's maturity in the market.
View sample of the creative ads that supported this campaign launch. 

The Results:

    This Time Warner Division experienced the fastest market penetration of any division in the country. The division exceeded its profit forecast by over 28%, even though the budget was revised in February based on the initial results that were being obtained. Additionally, subscribers were up 56% over the revised budget numbers.