SPECTRUM

It started with a massive, eleven-city media buy. Spectrum had prime real estate secured across the country, and the initial instinct was to run a one-size-fits-all concept nationwide. I brazenly offered another option. I developed the “Whatever You’re Into” brand platform and pitched a completely different way to launch it: if we wanted to prove this brand actually understood its customers, we couldn't just paste a corporate tagline everywhere.

And because I’m always up for a challenge (gulp), I suggested we go the hard way and actually speak the local language. Instead of a blanket national slogan, I wrote hundreds of customized billboards tailored to the exact zip codes they stood in, turning a generic media buy into eleven completely different local conversations. Yes, there was research involved—my Tampa Bay knowledge is fairly limited.

See a few samples from the campaign below (out of dozens of lines):