The Goal:
Users had remember that "400" wasn’t only the number of reasons to love Cox, but it was also the number of HD viewing choices available to Cox subscribers – far more than the competition. We believe that numbers don’t lie and that’s all we needed to say to persuade users to switch to Cox.
The Audience:
These rich media ads were targeted to affluent San Diego residents, aged 30-50 and household incomes of $75k, who had incorrectly perceived that the competition had more HD Television viewing options than Cox.
