Millward Brown determined the BRAND HAD LOW SALIENCE AND LACKED MEANINGFUL DIFFERENCE among its target audience. The brand was perceived to be WEAK ON KEY FUNCTIONAL ATTRIBUTES and had POOR CUSTOMER SERVICE, both important for building brand equity.
The brand introduced an IMPROVED CUSTOMER SERVICE STRATEGY and worked with Millward Brown to DEVELOP A SUCCESSFUL SUPPORTING AD CAMPAIGN. The CAMPAIGN SUCCESSFULLY USED STRONG BRAND CUES (a celebrity spokesperson, music and tagline) to strengthen brand associations and included focused messaging to overcome perceived brand weaknesses.
As a result of the new campaign, the NUMBER OF SUBSCRIBERS INCREASED by 42%. This GROWTH ADDED $700 MILLION TO THE BRAND'S VALUE, when it was PURCHASED FOR $2.4 BILLION, four years later.