Turning Competitive Insight into Record-Breaking Performance

I uncovered the competitive insight that inspired Charter's highest-performing integrated marketing campaign. By analyzing a competitor's messaging strategy, I identified an opportunity to reposition Spectrum in a way that was both distinctive and memorable. Agency partner It's Something Different transformed that insight into the award-winning "Monsters" creative platform.

Results:

• Charter's highest-performing campaign to date

• Record Ameritest scores for attention, brand linkage, purchase motivation, and brand affinity

• Established a new benchmark for integrated marketing performance

Spectrum “Monsters - Train” : Satellite that cuts out in the rain is evil. But don't take Spectrum’s word for it. Watch a Mummy, a Werewolf, a Mad Scientist and Death discuss it on their commute.