Time Warner Cable (TWC) was feeling the pressure from new and maturing competitors, while facing a perception challenge and flat growth. The objective was to use PR and celebrity partnerships to drive our sales and perception.

To achieve this, we utilized the entire celebrity roster of the CBS network to create a subversive PSA announcement that highlighted a problem, and showcased TWC’s Primetime On Demand as the solution. The campaign leveraged online content, TV and the networks of the celebrities themselves to drive reach and awareness around a real problem. A TV problem.

The campaign quickly caught the attention of press, spreading across the web and delivering strong lifts in critical brand imagery metrics.

The PSA is the go-to for anyone with a social cause. We took this common format and reimagined it in the Time Warner Cable style. TWC broadcast spots rely on partnerships with major entertainment brands like HBO and AMC to use our customers’ favorite shows and stars to promote TWC products. We used our partner connections at CBS to get their biggest stars to make our case, and make it in a style that subverted expectations. TV networks often use their stars to sell a cause. We did the same, but to highlight a free product to our existing subscribers.

We met our goal, and then some – CBS On Demand viewing increased by 166% compared to the same period in 2011. Which means that more customers than ever before were enjoying their favorite CBS shows anytime with our On Demand service.