Midcontinent Communications
I Want It Now!
The Challenge
Both the account team and the client felt it was time for the positioning statement of Get Hooked! to be updated. We wanted to appeal to consumers in a way that is different, especially now that people are re-evaluating where and how they spend their entertainment dollars. In addition, we needed to take the brand to the next level, as Midcontinent continues to grow and expand their regional footprint. They are a growing company and a bigger player than they were when Get Hooked! was introduced.
The Solution
The new I Want It Now!™ positioning line communicates that we live in a fast-paced world of instant gratification, new technology, information, cool gadgets and more. Midcontinent is the company that brings that new technology to life – what good is the HDTV if you don’t have HD channels? What good is that new widescreen laptop without a broadband connection? Midcontinent is the company that makes all your cool toys cool. So, rather than talk about pricing and bundles alone, we wanted customers to feel a connection or a need for the individual services Midcontinent offers. This way, we illustrate in detail the ways that each Midcontinent service enhances the customers’ lives. We also used a new, surreal illustration/animation style that gave us incredible flexibility in how we show images, and the way we present our messages.
The Success
Midcontinent has had a great start to 2009, tracking to meet their goals during the first campaign of the year. Plus, people are taking notice of the new look, and the messages are resonating with the target audiences. The client is also excited about the new look and direction for the brand, as they both attempt to reach new customers, and add services to existing customers.
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