Case Study
Bundle Guys
Situation:
Back in 2003, it became apparent to Lawrence & Schiller and Midcontinent Communications that while advertising campaigns were successful in terms of meeting subscriber goals, we needed to embark on an overall mission to create a distinct brand for the company. Midcontinent has three primary audiences; employees, residential consumers and business consumers.
There was no “one size fits all” answer to a company as diverse in product offerings as Midcontinent Communications, so the focus at the beginning of this initiative became the residential consumers. The question was: What could we do to set ourselves apart in a sea of competition? We knew that Midcontinent’s advantage was the bundle – the packaging of cable, Internet and telephone services. We also knew that the competition was on their heels and ready to offer bundles in many of the markets served by Midcontinent.
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Public appearances revealed there’s a bit of a cult following for the Guys in the Chuck Taylor hightops. |
Solution:
Lawrence & Schiller came up with idea to bring the bundles to life. What if we personified Midcontinent’s services by giving each one a face and a distinct personality? The result was the creation of “The Bundle Guys” – those whacky guys you see in the ball suits, spandex tights and Chuck Taylors.
The Bundle Guys were on the forefront of their residential campaigns, showing up on TV, billboards, in newspaper ads and free standing inserts, on the website, and even at the Rushmore Bowl and at the Mitchell Rodeo Parade.
Results:
In the world of branding, you have to risk being hated in order to be loved. Public appearances revealed there’s a bit of a cult following for the Guys in the Chuck Taylor hightops.
And the subscription numbers for each campaign continued to rise and break records.
And the competition couldn’t touch them.
