Project: Promotional Concept, Prize Ideas & Copy
Client: HBO
Agency: Kendrew Group, Ltd.
Situation: HBO was vigilant about keeping cable subscribers happy and frequently created incentive programs for the Customer Care Personnel (CCPs) at cable operators like Time Warner.
Solution: I was asked to come up with a sweepstakes, prize ideas and copy that used HBO's original programming as a theme. With The Sopranos entering it's third season, CCPs were given an incentive to "talk up Tony and the gang" when on the phone with customers. For every new sale, each CCP - mostly women - received an entry to win uber-quality appliances from "Carmela's Kitchen" which were awarded to high-volume winners at the end of the period.
Results: Successful sales quarter and reduced "churn" aka HBO cancellations.
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Some of the thinking that goes into landing on a strategic sweepstakes and prize. We ended up going with Carmella's Kitchen, shown in the HBO/Sopranos sell sheet.
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Project: Concept and Headline Copy
Client: HBO
Agency: Kendrew Group, Ltd.
Situation: HBO knew that the Customer Care Personnel (CCP's) at cable operators like Time Warner Cable were the lifeblood of acquiring and retaining subscribers. We were asked to create a simple incentive program heading into the slow TV Summer period.
Solution: We used HBO's original programming assets to maintain excitement - in this case Sex in the City-themed weekly prizes - and the high-volume sales winner received a three-day weekend in New York City.
Westchester, NY Ad Club, Bronze Winner (Copy/Concept)
Project: Business Development
Agency: Kendrew Group, Ltd. (New Canaan, CT)
Situation: The market was down and Kendrew needed something fresh to warm up cold calls.
Solution: I developed a concept to warm up our call to Logo (Gay TV network) as well as financial services and spirits prospects. We sent over a Betty Boop lunch box, complete with retro candy and a sassy lunch invitation from Betty.
Result: Surprise and delight for client prospects who took our call and agreed to a Kendrew pitch. And the Westchester Ad Club gave us a Bronze award.
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Concept Development
