Time Warner Cable has initiated an ad campaign behind its upscale entertainment, technology package that is supported by personalized-customer service.
The nation's No. 2 cable is backing its exclusive 'Signature Home' residential offering with commercials running across its entire footprint.
Developed by agency Rapp, creative centers on an affluent family living in a sleek, penthouse loft atop a high-rise building in Manhattan. A woman's voice says in part: "...experience the ultimate selection of products from Time Warner Cable, with a level of personal attention and professional expertise that is unmatched."
As the camera spans the residence, words like enhanced TV, wireless, concierge, wideband and advanced DVR appear on screen, accompanying images of family members interacting with various devices in the upscale abode.
Check out the 60-second version of the spot, airing on cross-channel and local broadcast stations in all of Time Warner Cable's markets, here.
Placing a premium on personalized, white glove service, installation and care, SignatureHome, which was rolled out last December and retails for $199.99 per month, comprises the company's most robust digital-cable package, fastest Internet service and digital home phone product, Whole House DVR, Remote DVR Manager, Wireless Home Networking for up to 14 devices, and VoiceZone on PC, which allows retrieval of voice messages online.
One of the most popular elements of SignatureHome is the white-glove service which includes a high level of personal attention and professional expertise and a dedicated specialist who will tailor everything according to each customer's needs. Dedicated specialists are available 24 hours a day, seven days a week via a dedicated SignatureHomeTM phone line or priority online chat.
Time Warner Cable says Rapp's spot reflects the SignatureHome customer's discerning tastes and lifestyle.
"We are very proud with the look and feel of this campaign as we continually work to evolve the ways we reach our customers," said Jeffrey Hirsch, executive vice president and CMO, Residential Services at Time Warner Cable, in a statement. "This advertising campaign is fundamentally different from anything we've done in the past and we are confident that it will resonate well with the potential SignatureHome customer."