CenturyLink

CENTURYLINK

THE

LINKO CINCO

ALLSTARS

CHERYL FAUX EMILY WAITE JAKE ZAPCIC HANNAH DUHAIME BRITTON STIPETIC

WELCOME

TO BOSTON

CENTURY

LINK

WE DID OUR RESEARCH

TARGET

AUDIENCE BOSTON

1.YOUNG

2.EDUCATED

3.DIVERSE

4.MOVERS

35% - 20 - 34 YEARS OLD

50 COLLEGES AND UNIVERSITIES

250,000 STUDENTS

45% - HAVE A BACHELOR’S DEGREE OR HIGHER

60% RENTERS

53% - NON-CAUCASIAN

ONCE WE FIGURED OUT WHO WE WERE TALKING TO,

WE WANTED TO KNOW MORE...

SURVEY INSIGHTS

46% USE COMCAST. (37.5% only watch a couple channels)

WHAT THEY LIKE:

1. RELIABILITY. 2.AFFORDABILITY. 3. THAT IT WORKS.

WHAT THEY WANT:

1.FLEXIBILITY. 2. BETTER CUSTOMER SERVICE.

3.FAST INTERNET.

WHO ARE THE VILLANS IN OUR STORY?

(THE OVERPROMISER)

“The Future of Awesome”

Movers Edge.

Extra channels.

XFinity Hotspots.

(THE RETRO)

“Life Redifined”

Optimized for streaming.

Lighting fast internet.

(THE WANNABE)

“Get out of the past. Get Fios”

100% Fiber optic network.

Quantum TV.

Unbeatable internet speeds.

CONSUMERS

ISP/CABLE COMPANIES

QUOTES

OVERCOMPLICATED

EXCESSIVE

NOT WILLING TO ACCEPT THEIR FAULTS

TECHNOLOGY SHOULD MAKE THINGS EASIER

INSIGHTS

MINIMALISTIC

LIKES WHEN COMPANIES ARE TRANSPARENT AND AUTHENTIC

“I only want the service I need.” “They siophon money from me and kinda trreat me like crap!”“If I have a problem I have to talk to so

many people to solve it. And yes there has been a problem since day one.”

OPPORTUNITY

CENTURYLINK HAS A BLANK SLATE.

THE CHALLENGE

UNFAMILIARITY

CENTURYLINK IS NEW TO THE MARKET

DISTRUST

NEGATIVE FEELINGS OR INDIFFERENCE TOWARD

ISP PROVIDERS

FORCE OF HABIT

LITTLE INCENTIVE TO GO THROUGH THE

STRESS OF SWITCHING

BUILD A FUN AND RELATABLE NARRATIVE THAT INTRODUCES THE SIMPLE

USABILITY OF CENTURYLINK TO OUR NEW MARKET.

STRATEGY

SO WHAT’S OUR...

SO WHAT’S OUR...BIG

IDEA

THE

CENTURYLINK IS YOUR

FAVORITE ROOMMATE

19 BEACON ST.

He moved to Boston from

the West Coast to launch

his business.

He has a steady diet of

cheeseburgers and PrismTV

Had a bad break up

with Com Castity.

His favorite movie is Speed

because it reminds him of

great internet service.

MEET ADAM

CHECK ME OUT ON FACEBOOK CenturyLink.com

Snapchat @centurylinkadam.







his business.



Had a bad break up

with Com Castity.






his business.



Had a bad break up

with Com Castity.




MEET ZOEMEET HENRY





SOCIAL

DIRECT MAIL – MOVE IN ESSENTIAL

CHECK IT OUT

ABOUT SERVICESPEOPLE

BROUGHT TO YOU BY

WELCOME

TO BILL SPLIT

We give you the unique opportunity to split yourCenturylink bill among a group of people on all

dif ferent credit cards


SIGN UP

ADAMLINK101

+


BILLING

2PAYM

ENT

3

OUR

SERVICE

Split your bill between all your roomates with seperate cards.

No more worrying about paying the aprat-ment parent we make it easy to pay your bills so you can sit back and enjoy you services.

.

GET STARTED

BILLING

2PAYM

ENT

3

CREATE ACCOUNT

BILLING

INFO

CARD NUMBER

NAME LAST NAME

CVC

ZIP CODE

EXP 01/1/10

CONTINUE

PAYMEN

T3

ADAMLINK101

+


AD

DRESS

1

BILLING

2

PAYMENT& REMINDERS

PAY NOW

$75 YOU OWE

YOU PAY

OF BILL

100% BILL DUE 7/24/15

CREATE ACCOUNT

BILLING

INFO

CARD NUMBER

NAME LAST NAME

CVC

ZIP CODE

EXP 01/1/10

CONTINUE

PAYMEN

T3


PAYMENTS& REMINDERS

BILL DUE 7/24/15

PAY NOW

$18 YOU OWE

YOU PAY

OF BILL

25%AD

DRESS

1

BILLING

2ADAM LINK

!

ZOE CLARKE

!

!


MOVE IN DAY“Moving Day” (:30)

V/O: We know whatʼs important to you on moving day.

Camera pans to each character, pauses on them and their name shows on-screen, each destinctly demonstrating their personalities in little ways.

Adam carries TV into apartment and sets it down TV turns on and everyone drops what theyʼre doing to gather around the TV.

Shot of everything left on sidlewalk

V/O: CenturyLink, your new favorite roommate.Shot of CenturyLink logo

“Boyfriend” (0:30)

Violet kisses her boyfriend Dirk goodbye as she leaves for work.

VIOLET: Iʼm going to work babe, feel free to hang here while Iʼm gone.

Dirk opens the fridge and begins to snack on some food clearly labeled “Zoe.” We see Zoeʼs face of annoyance and disgust. Cut to Dirk walking out of the bathroom.Audio of flushing toilet.

DIRK: Just so you know, youʼre out of toilet paper.Cut to shot of Zoe rolling her eyes.

Cut to Dirk playing video games and loudly yelling at the screen while Zoe works on her laptop. Zoe pulls up the CenturyLink microsite and clicks the “+” button, adding Dirk to the bill.

V/O: CenturyLink allows you to split your bill with up to five people, giving you more control over the Dirks in your apartment.

SPORTS

“The Game Plan” (:30)

1 GIG INTERNET

Scene opens in the apartment, all of the roommates are

gathered around a chart taped up to the fridge. Henry

stands at the front with a spatula as a makeshift

pointer.

A>GKR3�Hd�m^Zf%�a^k^�l�ma^�`Zf^ieZg3�Sh^�db\dl�h__�pbma�ma^�Pb?b�ngmbe�ghhg%�ma^g�aZg]l�h__�ma^�l^kob\^�mh�Obhe^m�mh�pkbm^�a^k�iZi^k%�pah�mZd^l�bm�mh�ma^�.�h�\eh\d�ahnk�pa^g�:]Zf�Zg]�B�ln[�bg�mh�ni]Zm^�hnk�?ZgmZlr�khlm^kl'

:=:F3�PaZm�Zk^�rhn�]hbg`8�Pbma�<^gmnkrEbgd�l�*�@b`�bgm^kg^m�li^^]l%�p^�\Zg�Zee�[^�hg�ma^�Pb?b�Zm�ma^�lZf^�mbf^�

A>GKR3�!makhpl�]hpg�liZmneZ"�Rhn�a^Zk]�<hZ\a�:]Zf%�e^m�l�]h�mabl��

:GG<K3�*�@b`�bgm^kg^m�li^^]l�_khf�<^gmnkrEbgd%�^ghn`a�_hk�ma^�pahe^�m^Zf'��V/O: 1 Gig internet speeds from CenturyLink,

enough for the whole team.

VIDEO PL ACEMENT OPTIONS

EXPERIENTIAL

EXPERIENTIAL

EXPERIENTIAL

OUT OF HOME OUT OF HOME

VIDEO SERIES

DIRECT MAIL

DIGITAL

EXPERIENTIAL

SOCIAL

AWARNESS ENGAGEMENT CONVERSION

FLIGHTING

WE WERE GIVEN A BUDGET OF

$5 MILLION DOLLARS

MONEY

30%

40% 15%

10%5%

Experiential$500,000

Direct Mail$750,000

Digital$1,500,000

Video$2,000,000

Out of Home$250,000

MEASURING

CONVERSIONS

CONVERSION RATE

RATE OF RETURN VISITORS

MICROSITE VISITS

1

2

3

CALL IN QUANTITY VOLUME

CLICK THROUGH RATES ON MICROSITE

SENTIMENT RATING

POST CAMPAIGN FOCUS GROUP & SURVEY

THOUGHTS FROM STRANGERS

(OUR FOCUS GROUP)

“NOBODY GOES AROUND COMPARING CABLE PACKAGES”

“IT WOULD BE SO COOL TO SPLIT MY BILL WITH EVERYONE I LIVE WITH. I WOULD FIGHT WITH MY ROOMMATES WAY LESS.”

“COMMERCIALS THAT ALWAYS JUST TALK ABOUT PRICE MAKE ME NERVOUS. THERE’S ALWAYS A CATCH.”

“I SWITCHED ISP PROVIDERS WHEN I WAS MOVING BECAUSE IT WAS EASIEST.

WRAPPING UP

WOULD YOUR FAVORITE ROOMMATE LET YOU DOWN?

WILL THE ROOMMATES OF 19 BEACON SHOW US HOW CENTURYLINK IS SIMPLY FUN, FRIENDLY, AND RELIABLE?

WILL WE ENGAGE OUR INTENDED AUDIENCE THROUGH OOH AND ONLINE CHANNELS IN THE BOSTON MARKET?

NO WAY.

OF COURSE.

TOTALLY! WERE

YOU PAYING

ATTENTION?

THANK YOU!

CenturyLink

Marketing

Transcript of CenturyLink