August 25, 2003
PERISCOPE CREATES HUMOROUS "DRIVE DEMAND" CAMPAIGN FOR
Cox Business
MINNEAPOLIS, Minn., August 25, 2003 -- What do sled dogs, horse
tracks and bike racing have in common? They are all part of Cox
Business Services’ Drive Demand advertising campaign, created
by Minneapolis-based Periscope.
The campaign humorously compares the services of other business
communications providers with competing in an elite bike race
on a tricycle; in a sled dog race with a team of poodles and other
small breed dogs; and at the horse track on a coin-operated pony.
Each scenario asks, "Is your communications provider holding
your business back?" and positions Cox Business
as a more efficient solution.
"Our new Drive Demand campaign challenges business decision
makers to re-evaluate their current communications providers,"
says Dena Malsom, Cox’s director of marketing communications
and branding. "And through a variety of humorous twists,
we’re positioning Cox Business as a viable, full-service
provider of better business communication solutions for video,
voice and data services."
The campaign is the latest effort to educate and drive demand
for Cox’s business-class telecommunication and Internet
services in over 20 markets. Cox Business is a division
of Atlanta-based Cox Communications, a leading provider of bundled
voice, video and data services to consumers, and increasingly
to businesses. The business division’s revenues have grown
dramatically since 2000 when total voice and data commercial revenues
totaled nearly $100 million. In 2002, Cox Business total
revenues catapulted to $230 million and as of second quarter 2003,
the division increased its revenues by 31% over prior period in
2002. To drive continued growth, the new campaign by Periscope
will ask businesses in the Cox footprint to re-evaluate their
communications provider and consider the value and efficiencies
gained by using Cox.
The fully integrated campaign includes newspaper, business journal
and national publication print ads; direct mail to small and medium-sized
businesses; outdoor; and radio and television spots which will
run cross-channel in Cox Business markets. Elements of
the campaign carry market-specific promotional offers to drive
sales while building awareness of Cox Business.
Television spots were filmed in Toronto and North Bay, Ontario.
Print ads were shot on the northern California coast, at the Golden
Gate Racetrack in San Francisco, and in South Lake Tahoe, CA.
About Cox Business
Cox Business is a division of Atlanta-based Cox Communications,
Inc., the nation’s fourth largest cable broadband communications
company. A full-service, facilities-based provider of telecommunications
solutions, Cox Business serves home offices; small and
large-sized businesses; school districts; and hospitality, government
and military properties in cities across the nation. Cox offers
high-speed Internet services; switched voice services; video programming
and advanced voice and data transport solutions. More information
about Cox Business can be accessed on the Internet at
www.coxbusiness.com.
About Periscope
Periscope is a full-service communications agency headquartered
in Minneapolis, providing strategic account planning, advertising,
design, public relations, interactive marketing, media planning
and buying, and full graphic services to clients nationwide. Periscope
has 123 employees and $110 million in capitalized billings. For
more information, call 1.800.339.2103 or visit www.periscope.com.
Campaign Credits –– Periscope: Mark Haumersen, Exec.
Creative Director/Art Director; Charlie Callahan, Creative Director/Copywriter;
Greg Beaupre, Copywriter; Patrick Weld, Designer. Production companies:
Coppos Films, Radke Films. Photography: Erik Almas.
