Panoramic Wifi

Client: Cox Communications

Cox’s brand promise is to bring us closer, by turning every interaction into a moment of real human connection. To deliver on this we needed to authentically connect with consumers, but there's a big gap between brands and consumers on that. According to Stackla, 92% of brands think they resonate as being authentic but only 51% of people agree. We needed strong insights into the way families interact to close this authenticity gap but that could also resonate with Hispanic and non-Hispanic audiences alike. 

 Cox services markets that are more ethnically diverse than the National average. Traditionally, the so-called “general market” was segmented from the “Hispanic market”. But culture has moved far beyond that tradition, blurring the lines between those outdated divisions. We now live in a Diverse Mass society: we all live in the same culture, even though we come from different backgrounds.

 To authentically reach our Diverse Mass target audience, it was important to portray the characters in our campaign as a genuine modern family – illustrating how technology intersects with the good, bad, funny and even frustrating parts of modern life. We told stories of a blended family that embodied a range of bicultural characteristics, nodding to the fact that modern biculturalism is a spectrum of assimilation rather than a monolithic identity.