RCN – ‘Chicago Neighborhoods’ Campaign
RCN, a provider of telecommunications, is largely known across the East Coast for their great options and service. However, they had yet to successfully penetrate Chicago markets against leading competitors like Comcast, so we developed a campaign to cut through the clutter and reach potential new customers.
RCN is one of Chicago’s top providers of cable, phone and internet services—but the city needed a little reminder.
When RCN asked BatesMeron to create a campaign based around Chicago’s neighborhoods, we were excited to create something fun and fresh to draw new attention from this lucrative market. RCN wanted to remind Chicagoans of their longtime, reliable commitment to serving local communities. The service provider has been working in these neighborhoods for years already, so they understand and can address residents’ needs better than their competitors.
SERVICES: Campaign Theme / Campaign Messaging / Print Campaign / Out of Home Campaign
Our inspiration first came when we looked at a service map for RCN. The map provided a strong visual representation of RCN’s service reach in Chicago, but it was missing a robust and eye-catching design that could celebrate the neighborhoods themselves. Lucky for them, that’s our specialty here at BatesMeron.
We brainstormed how we could infuse our signature, creative spin into the preexisting map, giving each neighborhood special attention to lend each its own unique identity and style.
We got to work designing a bold, graphic and somewhat abstract map. Since Chicago stretches along the coast of Lake Michigan, we had to get a little creative with fitting all the neighborhoods onto the image. Each neighborhood that RCN reaches was included in our design with unique lettering and spacing that’s roughly geographically accurate.
Behind the lettering, we incorporated sticker-like images that signify what it means to be a local Chicagoan. We kept RCN’s signature colors, fonts and logos, but we added a complimentary aqua color for the lake to give this ad a new element and a fresh feel.
Each neighborhood was brought to life in order to let residents know that RCN really does know them better than the other providers.
Each neighborhood was brought to life in order to let residents know that RCN really does know them better than the other providers.
The design was also meant to reflect the look of posters produced at a classic print shop. Though all materials were digitally printed, we used a half-tone pattern with an imitation of play between opaque and transparent pigments. This made the design reminiscent of the layers of paint produced with a silkscreen process by using overlays that create dimension even in a digital process.
Pulled through direct mail pieces, transit billboards, tote bags and t-shirts, the result was a fun image that matched RCN’s branding, provided something new and unexpected and revitalized their consumer base with a renewed a sense of community.
Pulled through direct mail pieces, transit billboards, tote bags and t-shirts, the result was a fun image that matched RCN’s branding, provided something new and unexpected and revitalized their consumer base with a renewed a sense of community.
“BatesMeron has worked closely with RCN to produce winning creative concepts and execution for our marketing (especially direct mail). They approach each campaign with unexpected solutions and great energy! After years working in partnership with BMSD, we still get excited to see their new concepts.”
