RCN – ‘Valentines’ Campaign
For their mid-Q1 efforts, entertainment and communications provider RCN wanted a campaign that disrupted their typical messaging style. In the spirit of the valentine season, the BatesMeron team set to work creating a concept that would encourage consumers to fall in love with RCN’s services.
February isn’t just a month of lingering snowstorms here in Chicago.
It’s also a month for candy hearts, cozying up with significant others and romantic nights in. Knowing the city would be spending the month curled up on the couch with loved ones, RCN decided to enlist our help to take advantage of this time and promote their reliable high-speed internet, phone and cable services.
SERVICES: campaign theme / campaign messaging / print campaign
Working closely with RCN, the idea of creating a fun and eye-catching valentine-themed campaign was born. We developed a month-long campaign that would stand out from the rest and engage consumers with this attention-grabbing, timely message. As an added challenge, the BatesMeron team also had to figure out a way to keep theme relevant after February 14th, once Valentine’s Day had come and gone.
Inspired by a classic, vintage valentine, our campaign design showcased retro-styled illustrations that were hand-drawn and colored by BMSD. As a final touch, we added faded textures and a matte finish to further compliment the aesthetic and drive home the feel of a true old-fashioned valentine card.
RCN’s alluring offers could be found prominently within a heart-laden background—emphasizing the sweetest deal of the season.
Our designs were brought to life as direct mail pieces and as full-page ads in the Chicago-based Pioneer Press with two sets of copy for the first and second halves of the month. Copy for the first half of February called attention to the holiday, and another for the second half coaxed customers to enjoy a date night with RCN—a romantic gesture that consumers could appreciate all year long.
What really made this campaign work was its genuine and unexpectedly nostalgic theme that stayed effective long after Valentine’s Day was over.
With each valentine lovingly crafted, our efforts paid off in the campaign rollout and RCN was left with a fresh and heart-warming campaign that received plenty of “awwws” from consumers.
“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.”
