COX’s mission is to help people have more real, human connections.

Yet to many of its customers, COX was just the regional cable and internet provider they’re stuck with – a utility bill at best – not a brand that shares their values.

We wanted to change that.

The objective: To strengthen COX's relationship with its customers by improving overall brand sentiment and trust in a highly commoditized (and negatively perceived) space.

The challenge: Show people that COX is not just a number you call when service is down at home, but a brand you can count on when human connection is down in society.

The brief: Create bold, real-world solutions that bring Cox’s brand purpose to life by providing real, human connection where it’s needed most.

Nurses working on the frontlines during the pandemic have not been able to see their loved ones for months in fear of spreading the virus. In order to bring them some much needed connection during this difficult time, Cox worked with their parents to surprise them with a taste of home by delivering home cooked meals to them while on the job. The meals were lovingly prepared and presented on family dish-ware along with a tablet so that they could share a moment and a meal with their parents.

Throughout the pandemic, healthcare workers were our first line of defense.

This took a heavy emotional toll on them, with over 50% of nurses in the country reporting depression and anxiety (significantly above the average).

Problem is, when we feel anxious, depressed or overwhelmed, we often turn to family for support. But with strict self-isolation and quarantine procedures, thousands of nurses didn’t have that option.

As weeks turned into months, the separation from family became increasingly painful. Feelings of isolation set in and the longing for loved ones was palpable.

As an internet company, Cox was already helping nurses stay connected. But quick calls and texts in-between shifts couldn’t replace the real thing.

What these nurses needed was a sense of home.

So we asked ourselves: How can we connect these nurses to home, while they’re away from home?

Full of Love ran over the course of 2 months on online and social platforms, including Facebook, Instagram, Twitter, and YouTube. This campaign ran in all 18 states in the Cox footprint.

221,982,734 Impressions

79,988,806 Views

15,676 Social Engagements