The Hattery Family was instrumental in launching new products, highlighting consumer benefits and communicating an overall value story. By focusing on the overzealous father, Cox was able to deliver strong messaging through a memorable, persuasive, true-to-life brand enthusiast.

The campaign exceeded expectations. Overall campaign ROI increased 9% with each new spot. New customer connects increased 6% monthly. And DRTV cost per lead significantly decreased by 33%.