Cablevision Systems Corp. is targeting the estimated 3 million Americans who own high-definition TVs during the first phase of selling Voom, a digital-satellite-subscription service that launched last week.
The initial goal is to connect with "early adopters" who have embraced the technology but underutilized it, said Todd Engels, svp, account director at Lowe in New York, one of eight Interpublic Group shops working on the brand. Voom will offer 39 channels of HD programming, more than five times DirecTV's seven-channel offering.
"We decided to brand the experience of entertainment," said Michael Thibodeau, creative director at FutureBrand in New York, which created the playful name and multicolored logo. "It's about people and connecting to the brand."
Early marketing efforts were described by Cablevision chairman Charles Dolan as "measured." For example, direct-marketing shop The Sloan Group created direct mail, and interactive unit R/GA launched Voom.com last Wednesday. Other elements include newspaper ads, displays at Sears—the retailer selling the service—and a trade-show booth from IPG event specialist Jack Morton. There is no tagline; themes include "HDTV delivered" and "Live life in high definition."
Spending on the initial phase was undisclosed. When the IPG team won the business in May, sources said it was valued at $100 million.
TV spots, which will be created by Lowe, are not expected until 2004. Coordinating the multi-agency endeavor is Steve Harty, managing partner of IPG's The Plus Consulting Group.