Optimum Cable is a small fish in a big sea, a local Tri-State Area cable provider competing with THE Goliath - Verizon FIOS. When they came to us, they were facing a huge challenge - they just didn't have the budget or footprint to compete with FIOS, but they did have the product to fulfill the same promises. Optimum needed to stand apart from the noise in the Cable and Telecommunications categories where everyone was shouting about "speeds" and "feeds" and undercutting the latest two year cable deal by $10 here and $20 there. Optimum needed to connect with people. So we went to work. We uncovered, not surprisingly, that what matters most in life, to most everyone, really comes down to human connections. That human connection was in the DNA of Optimum. They were created to connect people - over the phone, then through content, and now through high-speed fiber optics. We wanted to bring to life how powerful that connection is - human to human and human to everything they love (the internet) through unique activations and TV spots that brought the idea of connection to life - how only Optimum could connect you to a more colorful and connected world.
The first activation we stood up was the Optimum Cat Cafe, because what do people around the world connect with each other about and love more than...well, cats!?