Reaching Viewers Where They Are
With a long tradition as a home telephone company, this business bolstered its telecommunications offerings by adding wireless communications, high-speed Internet and television entertainment to its product suite.
Setting out to differentiate itself among its competitive set, a four-month study comprising in-person qualitative and online quantitative commenced. A proprietary approach called “Emotional Connections” became the tool for mining the emotions of existing and prospective customers.
The integration of emotionally charged imagery and strong visual cues with in-depth dialogue uncovered important subconscious insights.
The findings showed that both low-risk and high-risk strategies would guide the business toward an action plan, offering powerful options including adopting an umbrella marcom strategy focused on a more targeted campaign that meets the emotional needs which their competitors lacked.