CableVision of Central Florida





AD: Mike Chapman CD: Peter Burkhard   Gouchenour & Associates

CableVision of Central Florida was, by their own admission, the most disliked utility in town.  Billing was perpetually screwed up.  Service was spotty.  Hub-to-spoke c-band transmission signals were easily pied by rain.  Rate wars with adjacent competitors led to different prices for the same services in different parts of town.  The company desperately needed an image fix.  Six agencies were called in.

I suggested we create a new brand for the Programming.  Talk about sports, food, news, comedy. movies, Pay Per view and HBO.  Make people want the ENTERTAINMENT.  Fix the company as you can. Pretty simple idea, actually.

See It On CV wrapped an entire Brand Identity campaign: TV, Radio, Billboards, Newspaper Tune-in, Paint-the-trucks, etc.  "It's almost New York," piped up one staffer the night we debuted the first spots.  In three months churn dropped from 16,000 to 2,000 a month.  Pay Per View and premium channel sales doubled.  A lot of the billing and service issues eventually got straightened out.

When Time Warner Corporate launched its Full Service Network test in Longwood, CV became TWC (by fiat from New York).   The FSN didn't work out.  TWC pressed on.  Today it's Bright House. People still hum my jingle.

Here's the Intro :30.  And a MOV file of my second favorite :10.  The other one is on the full reel.

H O M E