Cox Communications

Creating a “local” strategy to keep out the competition moving in.

Agency|51 created a unique, defendable position for Cox to fight off the price-slashing strategy of Verizon. Our research revealed only Cox had local offices and customer care centers in Virginia, staffed by local residents. We made the authentic connection with the reliable “hometown” status that Verizon could not match. Through an incredibly successful TV and online video campaign featuring our Cox ambassadors, and leading to “The Word is Out” and more, we dramatically increased the acquisition and retention of customer accounts for the Cox systems in Virginia.