Cox's Wireless Teaser Campaign: 'Unbelievably Fair'

Cox Communications kicked off a teaser advertising campaign -- with the tagline an "Unbelievably Fair" -- leading up to its wireless services launches in three initial markets in March, as the cable company looks to tap into consumer resentment over the mobile phone plans of incumbent carriers.

However, for competitive reasons, Cox is still not divulging pricing or other details of the service, which the operator is currently in testing in the three markets, Hampton Roads, Va.; Omaha, Neb.; and Orange County, Calif.

Doner, Cox's advertising agency of record, created a fake wireless service provider, "Your Wireless," and set up a mall kiosk to capture consumers reacting to the description of common wireless plans. The campaign features the "Digis," Cox's tiny blue space-suited mascots.

In the TV spots, a representative of "Your Wireless" tells mall shoppers about plans under which they would pay for all of the minutes in their plan -- regardless of whether they actually used them. Reactions caught on hidden camera included, "You're going to charge me for not using all of my minutes?" and "That's pretty unfair."

An ad from the campaign is viewable here:

Cox also launched a new Web site,, where consumers can sign up to learn more about the MSO's wireless services when they launch. Cox cable customers will receive a free on-demand movie for signing up.

The "Unbelievably Fair" campaign elements will vary by market but will use a variety of methods, including cross channel, broadcast and print advertisements, billboards, e-mail blasts, Web ads, sponsorship of local news delivery via text messaging, electronic newsletters, and bill inserts and messages, Cox manager of public relations Jill Ullman said.

Doner, based in Southfield, Mich., created Cox's Digis characters for the "Your Friend in the Digital Age" campaign launched in 2008. The company claims to be the largest independently owned advertising agency in the world, with approximately $2 billion in aggregate billings.

Cox is hoping its relatively high marks in residential phone service carry over into the wireless sector. The company received the No. 1 ranking in customer satisfaction for the East and West regions in J.D. Power and Associates' 2009 residential phone survey.