Charter Communications
Spectrum “Monsters” Campaign
Charter’s/Spectrum’s most successful campaign to date.
The competitive insight was founded on the fact that one of Spectrum’s biggest competitor’s, DirecTV, walked away from its enormously successful campaign, “Get Rid Of Cable”. Amy 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 - Even the most “evil” monsters think the competitor’s practices are bad. 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.
“Train”
Satellite that cuts out in the rain is evil. But don't take Spectrum’s word for it. Watch a Mummy, a Werewolf, a Mad Scientist and Death discuss it on their commute.
“BBQ”
Automatic service chargers are evil. Spectrum doesn’t have them. DirecTV bad. Spectrum good.
“Walk”
Complicated video on demand is evil. Spectrum is simple. DirecTV bad. Spectrum good.