Cox Communications announced at yesterday’s NCTA show that it’s putting a fresh spin on its triple-play advertising with the debut next month of the Digis.
“It's been more than 10 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 Cox CMO 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.”
In the new ad campaign, the Digis will be released from a 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, according to Cox. The Digis will 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 will 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.
Cox's agency of record, W.B. Doner & Co., was tapped to develop and execute the campaign.
In addition to the TV spots, the Digis will appear in a host of interactive applications – from social networking sites such as 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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