Internet bandwidth has become somewhat of an arms race. Providers keep claiming faster and faster available speeds, but all they’ve been talking about… is speed. They've been stockpiling stats, but haven’t done a great job making them meaningful to the average customer.
When Cox Business was getting ready to roll out its own Gig service for small businesses, we helped them understand that winning in this competitive, bits-per-second-obsessed landscape wasn’t just about the raw numbers.
We had to make speed real. Why did small business owners need a faster connection? And what could a 5X-10X increase in bandwidth really mean for their business?
The short story is all that speed meant their business could operate more like the small business of the future. Seamless, collaborative, cloud-based, automated, more efficient and more productive. We launched the “Go Gig” campaign as a call-to-action for small business owners to upgrade their future.
The slightly longer story? We knew small business owners were optimistic about their future. In fact, they were growing more optimistic every quarter and their outlook was rosier than it had been in a long time. At the same time, they still worried about things like employee productivity, finding and keeping good people, and getting the most out of them. In this tension, we found our need for speed.
We painted the picture of an efficient office space (in the very-near future) operating at a level business owners knew, in their hearts, they could achieve but hadn’t yet reached. The only difference between our office and theirs was Gigabit speeds from Cox Business.
After figuratively painting the picture, we literally painted it (if you count the Adobe CC brush and bucket tools as "painting"). An isometric illustration of the small biz of the future was featured in Direct Mail and online efforts. The fictional office captured the productivity - and the humanity - of a Gig-fueled future, with an answer for everything except hovering bosses and full inboxes.
Art Direction & Illustration - Brenna Vaughan & Becky Wulf
Copywriting - Amanda Burch
Creative Direction - Terry Stewart