CenturyLink Prism Launch
How can a telephone company establish credibility in a new television service no one has ever heard of against entrenched competitors? We were asking a lot for customers to switch their service. We needed to make it worth their while.
To start, we didn’t make an ad. We began with the product itself. Through brand development and research, Prism proved to be the clear choice for a name that would best motivate our “TV Purists” target. With the new brand and visual identity, we launched a comprehensive communications strategy to introduce the brand and drive sales including television, radio, out-of-home, a micro-site, direct mail and retail merchandising. The campaign worked brilliantly.
Logo & Identity