Winning on Service
Advertising and marketing campaign to raise awareness and spotlight Time Warner Cable’s improved customer service experience.
Role: Role: Art Direction
Customer’s perceptions of Time Warner Cable were shaped by consumers’ direct experience of TWC’s products and services; interactions with the Sales and Care teams; installation technicians; and the marketing that consumers experienced through television, online, direct mail etc. The Wining on Service campaign was something of a departure in approach from past Time Warner Cable marketing efforts. Using a human voice with more humility and humor than in the past we changed consumer perceptions’ by highlighting unique and industry-leading service offerings. Services like one-hour arrival windows, virtual assistant, and call-backs were relatively unknown to consumers, but when discovered, they were consistently praised.
I worked closely with department stakeholders throughout the organization to tell this story online and to make sure the digital touch points were consistent with the other channels for a seamless customer experience.
The digital ads were based on the TV spots driving traffic to the service site where users could learn more about service enhancements, view the TV spots, contact customer care or make an appointment with a service technician.