Hawaiian Telcom’s mission was to reposition itself as Hawai‘i’s leading technology, communications and entertainment services provider. Anthology Advertising, Digital and Research were assigned to market HT TV’s competitive benefits to people who had access to the new services, and to focus on the speed and reliability of the HT broadband product.
Our tactics included a research-based approach to understanding Hawaiian Telcom’s market and determining the best creative approach. This included identifying a compelling spokesperson capable of performing across various media. The campaign spanned TV, radio, print, online and promotional events, plus a direct marketing program featuring multiple touch points. Potential customers received a different message depending on where they were in the cycle of buying the product.
Value/benefit-oriented messaging, tightly orchestrated across a broad spectrum of integrated media consistently produced sales leads through the website and phone. On a professional note, the American Marketing Association’s Hawai'i chapter gave Hawaiian Telcom its top award of “Marketer of Year.”