Award-Winning
Brand Campaigns

To reach current customers and to elevate awareness of existing product quality, Breezeline's (formerly Atlantic Broadband) savvy “Broadband Matters” campaign generated a high number of impressions across traditional media (including full-page newspaper display ads) and digital platforms with a low cost per impression. With a consistent creative/thematic framework and tagline, the campaign drove both satisfaction and retention over its 12-week cycle. The campaign was honored as #1-Best Marketing Campaign for a Company/Brand in the 2019 FAXIES by industry publication Cablefax. Read More Here.

View the ads here.

Rebrand Communications

Atlantic Broadband rebrands as Breezeline

Expansion, acquisitions, product innovation and commitment to customer experience spurred top-10 internet, TV and voice provider to rebrand. Company launched an omni-channel communications plan targeted to internal and external stakeholders to herald the brand change, quickly boosting brand recognition and helping to build brand equity.

QUINCY, Mass., January 10, 2022 – With major expansion and acquisition initiatives extending the company’s reach beyond its traditional east coast footprint, Atlantic Broadband, the nation’s eighth-largest cable operator, today announced it has rebranded as Breezeline.

Following the company’s acquisition of two cable systems in Cleveland and Columbus, Ohio in September 2021, which expanded the company’s serviceable households and businesses to more than 1.6 million, the company decided to rebrand to describe more accurately its expanded geographical reach, as well as new service offerings and its commitment to customer care. Read the full release here.

Wow! in Ohio Rebrands to Breezeline

Breezeline rebranded its operations in Cleveland and Columbus after it successfully completed the integration of broadband systems acquired from WOW!

QUINCY, Mass., April 27, 2022 – Breezeline, formerly Atlantic Broadband, the nation’s eighth-largest cable operator, will rebrand the cable systems it acquired last September from WideOpenWest, Inc. (WOW!) in Cleveland and Columbus, Ohio. The systems, which have been operating as WOW! since last September, will become Breezeline starting in May.

Earlier this year, Atlantic Broadband rebranded as Breezeline to better reflect its expanding service footprint and product offerings, as well as its commitment to customer experience. Read full release here.

MetroCast Brand Campaign

Working with D4 Creative, MetroCast launched an impactful, three-year branding campaign marked by a thematic umbrella and consistent creative approach. A memorable theme and common creative attributes—achieved through recurring visual cues, music, and messaging—helped trigger customer recognition and heighten customer awareness of the advertising effort. The tactics, because they shared common elements, reinforced each other and produced a cumulative brand impact over time.

B2C: MetroCast Begins with ME (2014-2018)

Working with creative agency D4 (Philadelphia), elevated company brand by developing award-winning brand campaigns under the umbrella, "MetroCast Begins with ME." Campaigns featured inventive use of high-tech graphic elements, memorable original music, engaging live talent, and clear, concise messaging, giving voice to company’s competitive strengths.

The campaign was honored with a national "Best Branding" Award from CableFAX and led to higher acquisition and retention results and boosted website traffic.

Strategy:

The campaign emphasized how MetroCast services complemented customers’ digital lifestyles. This tech-friendly tone flowed into newly launched residential and business websites. Other outreach included TV, radio, newspaper/print, direct mail, outdoor and in-system signage.

The tagline for the campaign: “MetroCast Begins with ME.” Aside from the obvious play on words (MetroCast begins with the letters ME), the tagline recognized that the company's success depends on satisfying customer needs. It acknowledges that customers come first. It demonstrates that MetroCast does what it does in order to make customer lives better. It answers the benefit question all customers ask when they decide to purchase a product or service, “What’s in it for me?”

The theme of the campaign also spoke to MetroCast employees, as well. “MetroCast begins with ME,” applies to each team member, because each, in his or her own way, helped make the company successful, and helped deliver advanced products and services to customers every day.

Tactics & Creative Attributes

The campaign used distinctive creative attributes (including the mortise of the word ME).
From the central theme (“MetroCast Begins with Me”), extensions were used, such as, “My Digital Life Begins with ME,” “My TV Begins with ME,” “My WiFi Begins with ME,” “My Entertainment Begins with ME,” etc. Throughout, the “ME” in the phrase is emphasized, both to attract visual attention and to convey the central theme of the campaign.
The campaign creative featured a high-tech “digital dashboard” that encapsulated the many ways in which MetroCast was an integral part of customers’ everyday “digital lives.”
Different actors portrayed customers representing a wide range of ages and states in life.
The campaign featured fresh, upbeat original music, written and composed specifically for the campaign.

For more Videos from this campaign, see VIDEOS.

B2C: Everything. And then some. (2011-2014)

Situational Analysis: MetroCast had acquired multiple cable systems of varying technological capability. Following rebuilds and upgrades, systems lacked cohesive brand identity. Moreover, given negative sentiment associated with the cable industry generally, there was the need to foster positive perceptions about MetroCast as a technologically advanced, forward-looking provider of leading-edge products and services. In addition, because MetroCast avoided heavy discounting and promo-pricing (to reduce churn and customer dissatisfaction when promo-pricing expires), there was the need to elevate the perceived quality and value of the company and its products and its customer-experience focus over lower-priced/promo-priced satellite and telco providers.

Goals: Given the advantages of establishing multiple mooring lines for retention and customer satisfaction purposes (as well as the favorable margins inherent in the Video-Internet-Phone bundle), the campaign focused on MetroCast’s unique competitive advantage in that other providers in the market (particularly satellite) were unable to provide the full suite of bundled services, billed and supported by one company. The campaign was easily adapted to drive subsequent acquisition campaigns.

Strategy: The campaign was designed to serve operations in nine states (New Hampshire, Maine, Connecticut, Pennsylvania, Maryland, Virginia, South Carolina, Mississippi, Alabama). It was designed to achieve results over a long-term (18-24 months) in order to give ample time for branding to take root, but was also flexible to accommodate changing needs. MetroCast chose to utilize an engaging, down-to-earth spokesperson (TV personality Chris Leary) to humanize the technology and to appeal to diverse audience segments. The tag line (“Everything. And then some.”) and accompanying audio track were designed to be catchy, upbeat and memorable.

Tactics & Creative Attributes: MetroCast pursued a consistent look across multiple, integrated tactics that was at once clean, uncluttered and high-tech (with generous white space). Messaging was simple and direct, conveying confidence about the brand to prospects, customers and employees. Six :30 video and six :60 radio spots were produced, each with a particular emphasis: High Speed Internet, Quality Service, Advanced Technology, Value, Convenience, etc. Additional Tactics included Direct Mail, Newspaper ROP and FSI, Bill Insert, Billboards, Bus-shelters, retail displays, Digital (web landing page, mobile QR code, web banner ads, paid search) and social media.

Everything. And then some.

FOM TV Spot

00:30

HSD Video Spot

00:30

12met2765_MRDVR_tv04

00:30

12met2765_WHN_TV05

00:31

B2B: Is Your Business Read for More GO?

Situational Analysis: Building on the success of the preceding "NEEDS" campaign (see below), MetroCast worked with D4 Agency (Philadelphia) to further build awareness of MetroCast as a provider of advanced data and phone solutions for business and to provide an umbrella framework for acquisition marketing.

Strategy: Businesses of all sizes want success and a competitive edge. MetroCast Business Services provides the data and phone solutions to help businesses grow and meet their business objectives.

Tactics and Creative Attributes: The B2B telecom space is competitive, but the advertising is often cookie-cutter and uninspiring. Campaign sought to cut through the clutter of B2B telcom advertising by distinguishing itself through concise messaging, pace, high-impact imagery and original music. The campaign brings the aspirations of businesses, big and small, to the fore, asking the question, "Is your business ready for more GO?” The theme is adaptable, with variations such as "GO Faster," "Go Farther," "GO Innovate." Using original still photography and video shot specifically for the campaign, the letter "G" interacts with "O” images to drive home the message that MetroCast is "The Way to GO" for advanced data and phone solutions. Original music (and rapid editing in TV spots) creates a high-energy feel. Tactics include TV, radio, print, mail, outdoor, digital banners and truck wraps.

B2B: Business NEEDS MetroCast (2012-2016)

Situational Analysis: MetroCast, like other "cable providers", was known in its markets as a residential provider of video, Internet and phone services, but was less recognized as a provider of advanced data, phone and fiber services for businesses, large and small.

Strategy: The campaign sought to establish a strong association between the name MetroCast and business. The campaign centered on the idea that businesses have needs, whether for reliability, speed, data solutions, value, etc. and that MetroCast is the company that can meet those business needs. It was also designed so that it could speak simultaneously to small and medium-sized businesses. The concept was broad enough to highlight specific acquisition offers and calls to action, while still maintaining the overall branding framework.

Tactics & Creative Attributes: Working with agency Havit (Washington, DC), the campaign pursued simplicity of design and messaging that was concise and memorable. "Business Needs Speed." "Business Needs Value." "Business Needs Efficiency." "Business Needs Reliability." Three words--subject, verb, object--with a simple cadence that could be grasped quickly and captured visibly. The tagline answered the "need" proposition: "MetroCast: What Business Needs to Succeed."

The campaign was designed with high impact visuals so that they would be noticed and remembered. The color pallet included red as a recurring graphic element, with NEEDS in a large, bold font. Rather than featuring telephones and laptops, and hardware, the campaign featured a diverse array of business people. The creative design was developed so that it worked across multiple tactics: it was equally at home with direct mail, FSI, newspaper ads, billboard, digital, TV & Radio, and more.