InvestorsJanuary 19, 2004
Get Charter. Get Hooked; Charter Taps McCann Worldgroup for Consumer Campaign Featuring Dan Aykroyd
ST. LOUIS--(BUSINESS WIRE)--Jan. 19, 2004--"Get Charter. Get Hooked" is the theme of a major new two-pronged campaign for Charter Communications, Inc. (Nasdaq: CHTR), the nation's third largest broadband communications company. The campaign was created by McCann Worldgroup, Charter's new marketing communications agency. The first component of the campaign broke over the year-end holidays; the second, starring actor/comedian/musician Dan Aykroyd, breaks today.
The first part of the campaign focuses on specific Charter products -- including HDTV, Video on Demand and High Speed Internet, -- and celebrates the love people have for television, movies, sports and the internet. Each commercial ends with a toll-free number to call to "Get Charter. Get Hooked". The advertising is supported by an extensive schedule in local markets, with spot broadcast, print and on local cable.
In the advertising that stars Dan Aykroyd, comprised initially of three 30-second spots, he appears as the leader of Charter's "Dish Intervention Team." Aykroyd drops by the homes of satellite dish customers and counsels them on the advantages of Charter's Digital TV or High Speed Internet service. The spots end with the 1-888-GET CHARTER toll-free number and Aykroyd's tongue-in-cheek observation that, "The Dish is the disease. We're the cure."
One of the new Aykroyd spots opens on a Charter-painted Hummer in the driveway of a home. As the camera pans into the house, Aykroyd can be seen holding a cable box, talking to a man surrounded by such entertainment fads as quadraphonic stereo, laserdiscs, a betamax... and the dish. Says Aykroyd, "I think there's a rift in the very fabric of time itself." Suggesting that it's time to enter the 21st century, he offers a Charter Digital TV Box.
In another spot, Aykroyd comes to the aid of a mother whose daughter he diagnoses as having "total protonic shutdown" waiting for an internet connection; and in a third he offers friendly advice to a homeowner about the hidden costs of a "free" satellite tv offer. The "hidden costs" spot is the first of the series to debut; the others will break in February.
In awarding the campaign to a new agency, Greg Field, Charter's Vice President Branding & Creative Services said: "We selected McCann Worldgroup based on their strategic and creative power, and because they have the resources to seamlessly deliver marketing communications that will both build our brand and drive demand.
"Our goal was to launch a branding campaign that promotes both our advanced services and Charter's advantages over satellite in a humorous yet aggressive manner. The McCann spots fully capture that objective."
A photo from one of the Aykroyd spots is attached. For a videotape of the spots, please contact Dave Mack at 303-323-1392.
About Charter Communications
Charter Communications, A Wired World Company(TM), is the nation's third-largest broadband communications company. Charter provides a full range of advanced broadband services to the home, including cable television on an advanced digital video programming platform via Charter Digital(R) and Charter High-Speed Internet Service(R). Commercial high-speed data, video and Internet solutions are provided under the Charter Business Networks(R) brand. Advertising sales and production services are sold under the Charter Media(R) brand. More information about Charter can be found at www.charter.com.
About McCann Worldgroup
McCann WorldGroup, one of the world's largest marketing communications companies, is comprised of a portfolio of specialized marketing communications companies, including McCann Erickson (advertising); MRM Partners (direct/customer relationship management; on-line marketing communications through Zentropy); Momentum Worldwide (event marketing/sales promotion); and Torre Lazur McCann Healthcare Worldwide. In addition, WorldGroup is allied with Weber Shandwick (public relations) and FutureBrand (brand equity consulting/design) through its parent, The Interpublic Group of Companies.
MULTIMEDIA AVAILABLE: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=4552348
CONTACT: Charter Communications Dave Mack, 303-323-1392 or McCann Worldgroup Susan Irwin, 646-865-3004 SOURCE: Charter Communications