Intern Project at Arnold Worldwide for CenturyLink

1. CENTURYLINK

2. THE
LINKO CINCO
ALLSTARS
CHERYL FAUX EMILY WAITE JAKE ZAPCIC HANNAH DUHAIME BRITTON STIPETIC

3. WELCOME
TO BOSTON
CENTURY
LINK

4. WE DID OUR RESEARCH

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. ONCE WE FIGURED OUT WHO WE WERE
TALKING TO,
WE WANTED TO KNOW MORE...

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. WHO ARE
THE VILLANS
IN OUR
STORY?

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.

12. 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.”

13. OPPORTUNITY
CENTURYLINK HAS A BLANK SLATE.

14. 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

15. BUILD A FUN AND RELATABLE NARRATIVE
THAT INTRODUCES THE SIMPLE
USABILITY OF CENTURYLINK TO OUR
NEW MARKET.
STRATEGY

16. SO WHAT’S OUR...

17. SO WHAT’S OUR...
BIG

18. CENTURYLINK IS YOUR
FAVORITE ROOMMATE

19. 19 BEACON ST.

20. 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.

21. 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.

22. SOCIAL

23. DIRECT MAIL – MOVE IN ESSENTIAL

27. CHECK IT OUT

28. 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

29. 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

30. 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

31. 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

33. 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

34. “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.

35. 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.

36. VIDEO PLACEMENT OPTIONS

37. EXPERIENTIAL
EXPERIENTIAL
EXPERIENTIAL

38. OUT OF HOME OUT OF HOME
VIDEO SERIES
DIRECT MAIL
DIGITAL
EXPERIENTIAL
SOCIAL
AWARNESS ENGAGEMENT CONVERSION
FLIGHTING

39. WE WERE GIVEN A BUDGET OF
$
5 MILLION DOLLARS
MONEY

40. 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

41. 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

42. 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.

43. 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?

44. THANK