1,2,3,4...400 reasons why Cox HD Television is better than the competition.
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.
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.
With 400 HD viewing options we knew that the offerings would speak for themselves. We elected to design the ads to make users feel that they were zooming through a never-ending universe of high definition viewing options. So many options in fact that there are enough HD choices that everyone in the family could find their favorite channels or shows in HD... reason enough to prove that Cox HD Television is the smart choice for their household (the discounted price didn’t hurt either).
