Oxygen and Cox Communications Inc. believe a high-speed-data campaign is “Worth It.”
The multimedia effort -- centered around creative involving “Wolanda,” a strong, savvy woman who teaches women the value advantage of high-speed over dial-up on her TV show, Worth It -- deploys customized TV, radio, print, direct-mail and online components.
Oxygen executives said Wolanda, as the humorous host of the show, tells her audience of "dial-up divas" that the lower price of dial-up is misleading and that the real savings and value come from the myriad benefits of high-speed data.
“Oxygen is committed to using our expertise in marketing to women to help our partners sell advanced services. We've spent the past year learning why women are resistant to high-speed, and this campaign reflects that learning," Oxygen executive vice president of affiliate sales Mary Murano said in a prepared statement.
“Based on the overwhelming success of our previous 'Life Right Now' campaign, we have high hopes for Worth It!,” Cox Communications Inc. senior VP of marketing Joe Rooney added. “We've had great success in the past working with Oxygen, and we know this campaign will generate positive results, as well.”