Cox Rolls Out Digital Ad Campaign
Futuristic Beings In Racing Stripes, Visors Key $10 Million Advertising Effort
By Linda Haugsted -- Multichannel News, 6/4/2008 3:04:00 PM
Cox Communications Inc. will unleash the “Digis” this month: new characters featured in a $10 million advertising campaign updating its brand as “Your Friend in the Digital Age.”
The campaign was created by Cox's agency of record, W.B. Doner & Co. It acknowledges that when the original campaign was launched 10 years ago, consumers were faced with a confusing array of digital products and services.
Today, according to Cox, those same consumers are embracing technology "with newfound confidence."
An initial spot features the Digis, futuristic beings in blue racing stripes and visors that will allow consumers a glimpse into their digital vision.
In later spots the Digis help a new father take pictures of his newborn and upload and distribute them to friends using his laptop and a mobile device.
