Competitive Strategy

I came up with the competitive strategy for Charter’s/Spectrum’s most successful campaign to date.

The insight was founded on the fact that one of our biggest competitor’s, DirecTV, walked away from its enormously successful campaign, “Get Rid Of Cable”. I studied the format of their TV spots, specifically their messaging and placement, and proposed Charter create a campaign leveraging a similar tone and structure.

Armed with this competitive strategic insight, the creative genius’ at It’s Something Different, came up with the Monsters concept. Spectrum’s Brand Awareness and Brand Affinity numbers immediately took off upon the airing of these TV spots. Being a Cable company, it’s not an easy task to increase Brand Affinity.