Consumer User Guide

The heat. The traffic. Mosquitoes that could carry away a 1971 Chrysler Imperial—it’s no wonder Houston is the second-largest national market for Time Warner Cable’s RoadRunner high-speed internet. After all, who wants to go outside here? Time Warner asked Origin to generate buzz for the RoadRunner brand regionally. So with a swarm of outdoor, direct marketing, print and POS materials, we saturated the Bayou City with RoadRunner goodness.

Outdoor Advertising

Putting the complex nature of DSL contract under the lens, our “Always Read the Fine Print,” billboard got mucho mindshare on Houston highways. Leveraging Time Warner’s characters and identity, we slammed the RoadRunner message home fast—and research showed real results in bringing the word to the streets. Billboards work really well in Houston, too, what with people often having time to read them over and over and all.

Direct Mail Print Campaign

We’ve consulted with a statistician, and it’s official: odds are somewhere in the badlands of Flyover, USA, somebody has built an entire split-level ranch house exclusively from AOL CDs. But the truth remains: direct mail done right works, delivering predictably respectable conversion rates. The direct mail element of the RoadRunner campaign leveraged brand elements both online and tangible while making a compelling case for the service, pointing buyers in the right direction and realizing real results.