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CASE STUDY
CASE STUDY
OBJECTIVE
OBJECTIVE
Spectrum, a large, national, mainland-based company, entered the Hawaii market, through the purchase of Oceanic Time Warner Cable, competitor to Hawaiian Telcom. The advertising agency was tasked with defining Hawaiian Telcom's brand identity and producing a fully integrated brand marketing campaign that
highlighted Hawaiian Telcom's brand differentiator
celebrated Hawaiian culture and
boosted employee morale.
ROLE / TEAM
ROLE / TEAM
Senior Digital Account and Project Manager / Anthology Marketing Group (advertising agency)
STRATEGY
STRATEGY
Over several weeks, we conducted brand discovery and strategy sessions with Hawaiian Telcom's marketing team and executive leadership to develop messaging that amplified Hawaiian Telcom differentiators with an emotional appeal. We selected employee participants as talent and carefully crafted real stories of connections. The campaign was shared on broadcast TV with an online extension of content promoted through social media with the launch of their Instagram profile.
RESULTS
RESULTS
An award-winning brand campaign that reenergized employee morale and Hawaiian Telcom’s brand position as a local company against an aggressive, mainland-based competitor.
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