In response to COVID-19, Cox Communications and FCB Chicago have created a 360-campaign (including TV, print, digital, social and OOH) designed to empower and support small business owners who are #MakingItWork.
The campaign messaging focuses on making the new way of working work better for Cox Business customers. Rather than using the tactics in this campaign to promote acquisition, Cox Business and FCB pivoted, and instead drove all the work to a landing page with resources and support for business owners. Additional details and creative assets below.
The first spot, Keep Going, targets small business owners doing everything they can to keep business moving while working from home. The spot went from brief to on-air in 8 days which is an incredible feat to say the least.
The second spot, Keep Delivering, focuses specifically on the restaurant owners who had to pivot and change their business model to keep doing business.
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The third spot, Unusual Circumstances, targets medium-to-large businesses. The messaging was directed to the IT professionals and decision makers who are enabling their companies to work from home.
Finally, Cox Communications and FCB created a simple reminder of what it takes to keep us together: a simple “Hi.”
This spot, created with user generated content, shows people coming together despite having to be physically apart, and serves as an invitation to everyone to stay connected and show their loved ones how much they care.
Further, Cox has implemented several different actions to help communities during these difficult times by increasing customer bandwidth, suspending user overage fees and opening all our outdoor hotspots.
CREDITS:
CAMPAIGN: #MakingItWork
CLIENT: Cox Business
SVP Marketing & Sales Operations – Ken Kraft
Executive Director, SMB Marketing – Rob McFarland,
Senior Marketing Manager – Jennifer White
Executive Director, Marketing – Lisa Majdi
Senior Marketing Manager – Chris Coffey
AGENCY: FCB Chicago
CCO – Andres Ordoñez
EVP ECD – Teddy Brown
VP CD – Alison Hammer
Sr. Art Director – Brian Eaton
Art Director – Eleana Daniel
Associate Copywriter – Hannah Jilk
Sr. Copywriter – Toni Caravello
Global Account Director EVP – Cary Pierce
VP, Management Director – Pierrette Hazkial,
Account Supervisor – Ann Crary
Sr Project Manager – Meredith Hyland
PRODUCTION: Lord and Thomas
EP – Celena Mossell
EP – Ximena Aguirre
Audio Engineer – Alec Chojnacki,
Sr. Producer – Clare Deady
Sr. Producer – Carolina Velez
Associate Producer – Olivia Giglia
Associate Producer – Alyse Patrick
Editor – Jill Dugan
Asst Editor – Megan Connolly
SPOT: Hi
CLIENT: Cox Residential
SVP, Brand – Gaston Vaneri
Executive Director, Advertising – Kelly Morgan
Senior Marketing Manager- Brinda Acosta
Agency: FCB Chicago
CCO – Andres Ordoñez
SVP ECD – Avital Pinchevsky
VP CDs – Sofia Gonzalez & Josejuan Toledo
Copywriter – Derrick Yousefi
Art Director – Victoria Rosselli
EVP North America Director of Production – Kerry Hill
VP Director of Production – Joe Tipre
EP – Ximena Aguirre
Sr. Producer – Carolina Velez
Sr Business Manager – Carol Riffle
Global Account Director EVP – Cary Pierce
Management Director – Kevin Burke
Account Director – Eric Lessens
Account Supervisor – Sara Grimes
PRODUCTION: Lord & Thomas
EP – Celena Mossell
Producer – Alex Bartczak
Editor – Nate Brav-McCabe
Director of Audio, VP – Jason Ryan
Basti Zesaguli – Audio Engineer
SOURCE: FCB, Chicago
