Cox Business
Cox, a leading communications services provider, was looking for a way to demonstrate
to Orange County businesses the benefits of choosing Cox. INK created the campaign
concept "Jack vs. Jack" to illustrate the advantage of having dedicated and local
customer support offering advice on telecommunications choices. In an integrated
campaign that included print and online display ads, direct mail and magazine inserts,
INK was able to create greater awareness of the Cox Business offering driving lead
generation through calls to dedicated 800 numbers and a custom web page.
Case Study
Challenge
Losing market share to Verizon and AT&T in local Orange County SMB market.
Strategy
Starting with targeted research, we uncovered Cox's USP to be, above and beyond everything else, customer service. As a local company, with local employees, we chose to accentuate that differentiator and build a campaign around that unique value.
Results
The campaign, dubbed 'Jack vs. Jack,' explored the difference between Cox and their national competitors – AT&T and Verizon – through the simple metaphor of a phone jack juxtaposed against a spokesman named Jack. Executed across print, direct, POS, and internally, variations of the campaign are still in use today.