Innovating the viewer experience for an entertainment brand
Cox Communications, the third largest US cable company, wanted to create a more emotional connection to its residential customers. There was a desire to deliver a more engaging customer experience and a need to define its ultimate benefit and parameters as well as a name and identity for the offering. Lippincott was asked to be its partner in creating this truly revolutionary TV experience.
Through customer research and industry trends we partnered with Cox to reveal customers’ desire for a personalized entertainment experience and subsequently identified the need for an over-arching proposition for the new TV offering, that was representative of the more emotional connection that Contour brings to its customers.
We worked closely with Cox to define the offering, create a compelling name and design a unique logo and brand identity system for the new offering and its relationship to Cox. The simple geometry of the name and logo help customers discover the possibilities and wonder of the new offering. The expressive design system reinforces how Cox shaped its new offering to better meet its customers needs, and understand their unique entertainment preferences.
Contour marks the first US brand to suggest shows and movies for customers across television, tablets, and DVR, providing a unique and responsive user experience. It provides relevant content to viewers at home or on-the-go and features the only DVR in the US that can record six shows at once.
In preparation for their external launch, we collaborated with Cox’s agency partners to bring to life its advertising campaign, “TV just for me.” The campaign debuted on August 5 along with its integration into Cox’s retail stores, social and digital components, and social media engagement strategy.
The launch of Contour and its revolutionary concept was embraced by the media and received placement in publications including AdAge, Fast Company, Engadget, Phoenix Business Journal, Rapid TV News, NewsOK, FierceCable, Multichannel News, and MarketingDaily’s MediaPost.
“Brilliant effort by everyone involved. Lippincott's contributions have shaped our offering tremendously.”
Mark Greatrex, SVP, Chief Marketing and Sales Officer, Cox Communications