Best Internet Service Provider Integrated Ad Campaign

Charter Give Back To Schools

Q3 is one of the peak acquisition periods for TV, Internet and phone services. The Back to School campaign is intended to capitalize on prospects, driving incremental sales and revenue per customer. Building on 2009’s "Laptop-A-Day Giveaway,” we were challenged with exceeding 2009 record acquisition results as well as increasing brand awareness and perception by leveraging social media.

Creative Lift researched the effectiveness of social voting campaigns, coming to the realization that shifting the voting power to the community could result in a much wider reach for Charter. We also realized the importance of corporate giving to the local community in social media to amplify awareness and increase participation.

The "Give Back to Schools" campaign succeeded in beating 2009's results. What's more - it proved hugely successful in building awareness and positive PR. With more than 8,000 nominations, close to 50,000 votes and over 6,000 Facebook "Likes," the campaign proved a huge success for Charter. The two winning schools, located in St. Louis, MO and Sheboygan, WI, received over 24,000 votes combined. Charter's Facebook page went from 1,500 "Likes" to over 9,000 "Likes" during the campaign duration. When Charter presented the winning school in St. Louis with the 50 laptops, the school superintendent, the mayor, Fox 2 News and KSDK Channel 5 News were all present.

Contributors:

Group Creative Director:	Allison Bucchere
Creative Director:	Ian Young
Art Director:	Dalen Oshiro
Designer:	Nori Hara
Designer:	Chia Chia Lin
Designer:	Chris Uy
Developer:	Doug Molidor
Developer:	Ted Conn
Account Executive:	Dan Hendricks

CREATIVE LIFT

Location: USA