Cox Mobile Snapchat Activation at Super Bowl LVII
Client
Cox Communications
Agency
FCB Chicago
Role
Senior Designer
Background
Cox Communications launches its latest product offering, Cox Mobile.
From TV to internet to home phone, Cox Communications is a telecommunications company selling services that everyone uses to do the things that really matter to them, serving approximately 6.5 million customers in 647 markets across 19 states. In 2021, Cox made the decision to expand their portfolio of product offerings with the launch of Cox Mobile, a different kind of mobile service offering low-cost mobile plans supported by Verizon’s trusted cellular network. Cox partnered with FCB to build the Cox Mobile brand and develop its campaigns.
In 2023, Cox Mobile officially launched to the public with a 360 campaign in targeted markets during Super Bowl LVII, announcing to both existing and potential new customers that Cox covers the whole gamut of telecom services they care about: internet, TV, security, home phone, and—now—mobile.
Campaign Message
We’re different because you’re different
Fluent Device, Annie
Brief
Build awareness and drive engagement among Snapchat users with Cox Mobile.
The ask was to use lens and filter concepts to promote user engagement across Snapchat’s platform, drive interest and curiosity with said users in a different kind of mobile company, and increase awareness of Cox Mobile. This activation would complement and support the launch of Cox Mobile as well as the introduction of the brand’s fluent device, Annie, by running simultaneously with the campaign’s first TV spot released during Super Bowl LVII, and underscoring the campaign positioning of “we’re different because you’re different.”
Lens
Snapchat Lenses are playful AR experiences that transform the world around you. The user can see and interact with the lens before capturing content.
Filter
Snapchat Filters are creative effects you can add after taking a Snap that add personality, information, and creativity to the user’s images and videos.
Lens Concepts
Lens User Journey
Concept 1: "What's Your Big Game Vibe?"
Concept 2: "Jumbotron Photoshoot"
Concept 3: "Lost & Found"
Filter Concepts
Filter User Journey
Concept 1: "Different Is Better"
Concept 2: "Different Because..."
Concept 3: "Now That's Different"
Selected build
With randomized scrolling prompts all the rage on Snapchat, TikTok, and Reels, the client selected this lens that would answer one simple question: what’s your vibe at the big game watch party?
Users are randomly assigned different “vibes” or personas: the Super Fan, the Snack Enthusiast, the Cool Grandpa—15 possible personas in total. Each persona appears in a picture above the user’s head. The Super Fan is decked out in a jersey and foam finger. The Snack Enthusiast is surrounded by chips and other goodies. Regardless of the persona they're assigned, the filter includes the caption “Now that’s different.”
This was a great chance to create and encourage sharing of UGC across the Snapchat app and spread the word about Cox Mobile in a way that felt genuine.
Snapchat AR Lens UI
15 possible personas
Lens in action
Super Bowl LVII TV Spot
The Snapchat activation occurred in conjunction with the following 30-second Super Bowl spot, that aired in Cox markets across the country.
Team
Jack Miller, VP Creative Director
·
Patrick Futtner, Creative Director
·
Anastasia Guletsky Kelly, ACD Copy
·
Jess Cohen, Senior Designer
·
Zack Woznak, Copywriter
·
Carlie Williams, Designer
·
Apolonia Wielgus, Associate Designer
·
Jack Miller, VP Creative Director · Patrick Futtner, Creative Director · Anastasia Guletsky Kelly, ACD Copy · Jess Cohen, Senior Designer · Zack Woznak, Copywriter · Carlie Williams, Designer · Apolonia Wielgus, Associate Designer ·