Portfolio
Integrated Marketing Campaign
The Perfect Fit
CONCEPTS / ART DIRECTION / COPY / CREATIVE STRATEGY / EXPERIENTIAL
The primary goal for this hyperlocal campaign was to raise awareness, in 2-3 remote towns that were outside the cable zone, that our internet service exists in our audience's vicinity. Another goal was to improve opinion and increase brand recognition. Based on audience insights, we needed to build trust and feel different from big, disconnected corporations imposing on the town's culture. In addition to print, radio, social media and direct mail, the hope was to include experiential marketing in the campaign.
I helped develop the creative brief for this campaign, and I also created concepts, including this one. The idea here was that Viasat Internet is available right where you are, and we're the perfect match for people who thought their only option was slow.
Part of the concept was to find specific things about the targeted town that residents loved (e.g., apple pie and nature in the mountain town of Julian) and convey with both copy and art how our internet is a perfect fit for them.
Experiential
The experience would start with direct mail teasers (love letters to the town), and later a "Find your perfect fit" event where people would get matched to the right service for them, with free giveaways at a giant hot spot in town ("Meet us at a hot spot!"). We would provide Wi-Fi for cafes on Main Street and treat people to coffee with messaged coffee sleeves ("Wi-Fi and apple pie. The perfect fit."), also highlighting that we provide internet for small businesses.
We would also orchestrate surprise "pop-up" moments ("You never know where we'll pop up as the perfect fit!"): ice cream social in the summer, movie night in the park, providing water and Wi-Fi at sports events. We'd ask the community "What would be your perfect match for high-speed internet?" and record the responses for videos and social media, and to inform our future marketing strategy.
Once people got connected with Viasat, they could place "Just matched with Viasat Internet" signs in their yards.
Concept Extensions
A conceptual extension of the design approach was to create a collectible-worthy illustration of a Wi-Fi symbol made of visuals from the town. Rough concepts shown below.
