Cablevision, one of the largest MSO's in the U.S., selected GlobalWorks as its multicultural advertising agency-of-record. Our assignment was to drive customer acquisition for their three core products - digital television, broadband, and voice - among Hispanics and African-Americans in the Northeast.

However, our research indicated that Hispanics and African-Americans were not convinced that they needed (or should want) these products. They needed to be persuaded that the products were "worth it."

GlobalWorks dug deeply to better understand the barriers to product adoption for these two segments, and delivered targeted appeals to help overcome them. We positioned Cablevision's products as better choices versus other available options, and as products that their peers/neighbors were already enjoying.

To drive awareness, we developed and executed a fully integrated communications plan that included TV, radio, print, and transit advertising, as well as direct mail.

Response was 200% higher than previous campaigns and has made significant contributions to Cablevision's acquisition efforts - ensuring the brand's agility in a fiercely competitive environment that includes Verizon, DirecTV, Dish Network, Vonage and other providers.

In addition, our TV spots for Cablevision, all of which were notable for their cultural insight and their singular humor, received four highly coveted Telly Awards in 2006. Our relationship with Cablevision continues to grow, with new campaigns in development.