Now more than ever, people realise how important it is to be connected. In response to Covid-19, Cox Communications has implemented several different actions to help out communities during these difficult times by increasing customer bandwidth, suspending user overage fees and opening all their outdoor hotspots.
The Cox Business and FCB team created a 360-campaign (including TV, print, digital, social and OOH) designed to empower and support small business owners who are #MakingItWork. The campaign messaging focuses on making the new way of working work better for Cox Business customers. Rather than using the tactics in this campaign to promote acquisition, Cox Business and FCB pivoted, and instead drove all the work to a landing page with resources and support for business owners.
The first spot, 'Keep Going
', targets small business owners doing everything they can to keep business moving while working from home. The spot went from brief to on-air in eight days.
The second spot, 'Keep Delivering'
focuses specifically on the restaurant owners who had to pivot and change their business model to keep doing business.
The third spot, 'Unusual Circumstances
', targets medium-to-large businesses. The messaging was directed to the IT professionals and decision makers who are enabling their companies to work from home.
Finally, Cox Communications and FCB created a simple reminder of what it takes to keep us together: a simple "Hi". This spot, created with user generated content, shows people coming together despite having to be physically apart, and serves as an invitation to everyone to stay connected and show their loved ones how much they care.