Knology was looking for an evolution to their long running campaign I Can designed to empower both the consumer and the Knology employee. They did not want to abandon the sentiment or the phrase, merely extend it, raise it up and make it warmer.
Utilizing Cropped close-up images with striking color and contrast, consumer attention and focus shifted more to the human element of Knology services, and the company itself. The campaign retains the empowering “I Can” statement, which also translates easily into direct acquisition calls to action.
Blended with a holistic multimedia approach, the full campaign spans both traditional and non-traditional approaches.
In addition to billboards, Direct Mail, Broadcast and Cross Channel spots, Radio, Web and SEO, a microsite was created to allow customers to interact with the Knology brand by showcasing their own, unique “Knology Moment”. With this promotion, both current and potential customers submitted photos reflecting what makes up the moments in their lives (specifically with the help of Knology). Incentives included the chance to win monthly and grand prizes, and consumer voting created further interaction from visitors. The microsite was supported by TV and radio, banner ads, links on the Knology website and Facebook ads. The campaign generated over 6,200 unique visitors to the Knology site.
Marcus Eder Creative 