E.B. Lane Shows Happy Cable One Viewers

LOS ANGELES Cable One has launched a campaign aimed at improving its emotional connection with customers.

The effort, created by independent E.B. Lane Marketing Communications in Phoenix, includes three 30-second TV spots and a 60-second radio ad that introduce the tag, “Watch us make you smile.” The campaign comes after Cable One commissioned a research study, which indicated that cable customers are looking for a provider that listens to their concerns.

This is the first full-fledged image campaign from E.B. Lane for Cable One since the two began working together in August 2003.

The three customer-service-oriented TV spots show Cable One delivering a feeling of confidence among subscribers. One ad, which was also cut in a 60-second version, includes images such as a Cable One van driving down a rural road, Cable One operators talking on their headsets, installers communicating with customers, and smiling customers watching television and using the Internet.

Another execution portrays a family’s joy at activating cable service so a young girl can watch her favorite TV programming following an injury on the soccer field. A third spot, “Bad Storm,” has two guys fishing. One worries that he will not be able to watch an upcoming game if the bad weather knocks out his satellite service. The other invites his friend over to watch the game at his place, confident that his cable service will work despite the storm.

The campaign launched Feb. 26 and will be shown by Cable One providers throughout 2004. Ads will run in select markets in states including Arizona, Alabama, Iowa, Kansas, Mississippi, Nebraska, New Mexico, North Dakota, Oklahoma, Tennessee andTexas. Cable One is spending more than $15 million on TV and rado ads this year, the agency said.

Based in Phoenix, Cable One is a division of the Washington Post Co. It claims to be the nation’s 10th largest cable company, providing basic and digital cable, and high-speed Internet services to 720,000 subscribers on 52 cable systems across 19 states.