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CenturyLink

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Intern Project at Arnold Worldwide for CenturyLink

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CenturyLink

  1. 1. CENTURYLINK
  2. 2. THE LINKO CINCO ALLSTARS CHERYL FAUX EMILY WAITE JAKE ZAPCIC HANNAH DUHAIME BRITTON STIPETIC
  3. 3. WELCOME TO BOSTON CENTURY LINK
  4. 4. WE DID OUR RESEARCH
  5. 5. TARGET AUDIENCEBOSTON 1.YOUNG 2.EDUCATED 3.DIVERSE 4.MOVERS 35% - 20- 34 YEARS OLD 50 COLLEGES AND UNIVERSITIES 250,000 STUDENTS 45% - HAVE A BACHELOR’S DEGREE OR HIGHER 60% RENTERS 53% - NON-CAUCASIAN
  6. 6. ONCE WE FIGURED OUT WHO WE WERE TALKING TO, WE WANTED TO KNOW MORE...
  7. 7. SURVEY INSIGHTS 46% USE COMCAST. (37.5% only watch a couple channels) WHAT THEY LIKE: 1. RELIABILITY. 2.AFFORDABILITY. 3. THAT IT WORKS. WHAT THEY WANT: 1.FLEXIBILITY. 2. BETTER CUSTOMER SERVICE. 3.FAST INTERNET.
  8. 8. WHO ARE THE VILLANS IN OUR STORY?
  9. 9. (THE OVERPROMISER) “The Future of Awesome” Movers Edge. Extra channels. XFinity Hotspots. (THE RETRO) “Life Redifined” Optimized for streaming. Lighting fast internet. (THE WANNABE) “Get out of the past. Get Fios” 100% Fiber optic network. Quantum TV. Unbeatable internet speeds.
  10. 10. CONSUMERSISP/CABLE COMPANIES QUOTES OVERCOMPLICATED EXCESSIVE NOT WILLING TO ACCEPT THEIR FAULTS TECHNOLOGY SHOULD MAKE THINGS EASIER INSIGHTS MINIMALISTIC LIKES WHEN COMPANIES ARE TRANSPARENT AND AUTHENTIC “I only want the service I need.” “They siophon money from me and kinda trreat me like crap!” “If I have a problem I have to talk to so many people to solve it. And yes there has been a problem since day one.”
  11. 11. OPPORTUNITY CENTURYLINK HAS A BLANK SLATE.
  12. 12. THE CHALLENGE UNFAMILIARITY CENTURYLINK IS NEW TO THE MARKET DISTRUST NEGATIVE FEELINGS OR INDIFFERENCE TOWARD ISP PROVIDERS FORCE OF HABIT LITTLE INCENTIVE TO GO THROUGH THE STRESS OF SWITCHING
  13. 13. BUILD A FUN AND RELATABLE NARRATIVE THAT INTRODUCES THE SIMPLE USABILITY OF CENTURYLINK TO OUR NEW MARKET. STRATEGY
  14. 14. SO WHAT’S OUR...
  15. 15. SO WHAT’S OUR... BIG
  16. 16. CENTURYLINK IS YOUR FAVORITE ROOMMATE
  17. 17. 19 BEACON ST.
  18. 18. He moved to Boston from the West Coast to launch his business. He has a steady diet of cheeseburgers and PrismTV Had a bad break up with Com Castity. His favorite movie is Speed because it reminds him of great internet service. MEET ADAM CHECK ME OUT ON FACEBOOK CenturyLink.com Snapchat @centurylinkadam.
  19. 19. CHECK ME OUT ON FACEBOOK CenturyLink.com Snapchat @centurylinkadam. CHECK ME OUT ON FACEBOOK CenturyLink.com Snapchat @centurylinkadam. He moved to Boston from the West Coast to launch his business. He has a steady diet of cheeseburgers and PrismTV Had a bad break up with Com Castity. His favorite movie is Speed because it reminds him of great internet service. He moved to Boston from the West Coast to launch his business. He has a steady diet of cheeseburgers and PrismTV Had a bad break up with Com Castity. His favorite movie is Speed because it reminds him of great internet service. MEET ZOE MEET HENRY CHECK ME OUT ON FACEBOOK CenturyLink.com Snapchat @centurylinkadam. CHECK ME OUT ON FACEBOOK CenturyLink.com Snapchat @centurylinkadam.
  20. 20. SOCIAL
  21. 21. DIRECT MAIL – MOVE IN ESSENTIAL
  22. 22. CHECK IT OUT
  23. 23. ABOUT SERVICESPEOPLE BROUGHT TO YOU BY WELCOME TO BILL SPLIT We give you the unique opportunity to split your Centurylink bill among a group of people on all different credit cards ABOUT SERVICESPEOPLE SIGN UP
  24. 24. ADAMLINK101 + ABOUT SERVICESPEOPLE BILLING 2 PAYMENT 3 OUR SERVICE Split your bill between all your roomates with seperate cards. No more worrying about paying the aprat- ment parent we make it easy to pay your bills so you can sit back and enjoy you services. . GET STARTED
  25. 25. BILLING 2 PAYMENT 3 CREATE ACCOUNT BILLING INFO CARD NUMBER NAME LAST NAME CVC ZIP CODE EXP 01/1/10 CONTINUE PAYMENT 3 ADAMLINK101 + ABOUT SERVICESPEOPLE ADDRESS 1 BILLING 2 PAYMENT & REMINDERS PAY NOW $ 75 YOU OWE YOU PAY OF BILL 100% BILL DUE 7/24/15
  26. 26. CREATE ACCOUNT BILLING INFO CARD NUMBER NAME LAST NAME CVC ZIP CODE EXP 01/1/10 CONTINUE PAYMENT 3 ABOUT SERVICESPEOPLE PAYMENTS & REMINDERS BILL DUE 7/24/15 PAY NOW $ 18 YOU OWE YOU PAY OF BILL 25% ADDRESS 1 BILLING 2 ADAM LINK ! ZOE CLARKE ! ! ABOUT SERVICESPEOPLE
  27. 27. MOVE IN DAY“Moving Day” (:30) V/O: We know whatʼs important to you on moving day. Camera pans to each character, pauses on them and their name shows on-screen, each destinctly demonstrating their personalities in little ways. Adam carries TV into apartment and sets it down TV turns on and everyone drops what theyʼre doing to gather around the TV. Shot of everything left on sidlewalk V/O: CenturyLink, your new favorite roommate. Shot of CenturyLink logo
  28. 28. “Boyfriend” (0:30) Violet kisses her boyfriend Dirk goodbye as she leaves for work. VIOLET: Iʼm going to work babe, feel free to hang here while Iʼm gone. Dirk opens the fridge and begins to snack on some food clearly labeled “Zoe.” We see Zoeʼs face of annoyance and disgust. Cut to Dirk walking out of the bathroom. Audio of flushing toilet. DIRK: Just so you know, youʼre out of toilet paper. Cut to shot of Zoe rolling her eyes. Cut to Dirk playing video games and loudly yelling at the screen while Zoe works on her laptop. Zoe pulls up the CenturyLink microsite and clicks the “+” button, adding Dirk to the bill. V/O: CenturyLink allows you to split your bill with up to five people, giving you more control over the Dirks in your apartment.
  29. 29. SPORTS “The Game Plan” (:30) 1 GIG INTERNET Scene opens in the apartment, all of the roommates are gathered around a chart taped up to the fridge. Henry stands at the front with a spatula as a makeshift pointer. V/O: 1 Gig internet speeds from CenturyLink, enough for the whole team.
  30. 30. VIDEO PLACEMENT OPTIONS
  31. 31. EXPERIENTIAL EXPERIENTIAL EXPERIENTIAL
  32. 32. OUT OF HOME OUT OF HOME VIDEO SERIES DIRECT MAIL DIGITAL EXPERIENTIAL SOCIAL AWARNESS ENGAGEMENT CONVERSION FLIGHTING
  33. 33. WE WERE GIVEN A BUDGET OF $ 5 MILLION DOLLARS MONEY
  34. 34. 30% 40% 15% 10% 5% Experiential $ 500,000 Direct Mail $ 750,000 Digital $ 1,500,000 Video $ 2,000,000 Out of Home $ 250,000
  35. 35. MEASURING CONVERSIONS CONVERSION RATE RATE OF RETURN VISITORS MICROSITE VISITS 1 2 3 CALL IN QUANTITY VOLUME CLICK THROUGH RATES ON MICROSITE SENTIMENT RATING POST CAMPAIGN FOCUS GROUP & SURVEY
  36. 36. THOUGHTS FROM STRANGERS (OUR FOCUS GROUP) “NOBODY GOES AROUND COMPARING CABLE PACKAGES” “IT WOULD BE SO COOL TO SPLIT MY BILL WITH EVERYONE I LIVE WITH. I WOULD FIGHT WITH MY ROOMMATES WAY LESS.” “COMMERCIALS THAT ALWAYS JUST TALK ABOUT PRICE MAKE ME NERVOUS. THERE’S ALWAYS A CATCH.” “I SWITCHED ISP PROVIDERS WHEN I WAS MOVING BECAUSE IT WAS EASIEST.
  37. 37. WRAPPING UP WOULD YOUR FAVORITE ROOMMATE LET YOU DOWN? WILL THE ROOMMATES OF 19 BEACON SHOW US HOW CENTURYLINK IS SIMPLY FUN, FRIENDLY, AND RELIABLE? WILL WE ENGAGE OUR INTENDED AUDIENCE THROUGH OOH AND ONLINE CHANNELS IN THE BOSTON MARKET? NO WAY. OF COURSE. TOTALLY! WERE YOU PAYING ATTENTION?
  38. 38. THANK

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