AWARD: The CableOne Halloween campaign won an Arizona AMA (American Marketing Association) Spectrum Award.
This spot used ongoing Emoji Campaigns to offer discounted rates on its Internet plans. I illustrated all of the graphics (including custom Halloween emojis) and created stop-camera style animations for the spot. I worked with the Videographer Eric Tozzi to add the “flying” directional animation and production, Executive Creative Director Mark Itkowitz, and closely with the client, Marketing Director Marc Tobolski. Fun fact: I storyboarded as a map rather than the traditional way, showing the journey the viewer was to be taken on through the cemetary to the castle.
This campaign also utilized Direct Mail and Shared Mail (Married Mail) channels, and Custom Masks were made for employees of CableOne to celebrate the holiday with.
CableOne Halloween :30 Spot
CableOne Direct Mail
Using the proven strategy of Direct Mail (placement of offers, CTAs, simple text and “discount checks” I developed part of the Halloween print promotion to include the enticement of “free emoji stickers” to get the customer to open the mail (which is a major goal post of this type of advertising). The stickers were diecut on a regular-sized buckslip and featured custom Halloween emojis that I created (along with a few existing ones). They had a non-permanent adhesive so little ones couldn’t ruin surfaces, and by having them used on projects or other places, keept CableOne top-of-mind in the household long after the maildrop.
CableOne Shared (Married) Mail
Another print strategy was to use the main graphics and CTA in Shared Mail markets nationally to stand out against other advertisements included in these drops. The client later was surprised to find out that some customers had been using them as decorations on their fridges for the holiday!
CableOne Employee Promo Masks
To go along with the launch of the campaign, custom Halloween emoji masks were developed for CableOne employees as an internal promotion. It was very successful, with many CableOne colleagues requesting extras for family members.
