1610 N. Kingshighway St. Suite 300 Cape Girardeau, MO 63701
1033 Demonbreun St. Suite 300 Nashville, TN 37203

Defending their turf with targeting



NewWave Competitive Campaign

NewWave had a goal to take an aggressive stance against the competition. A hyper-local TV campaign was created and ran in four markets. Unique messaging was required for each market to set NewWave apart.


NewWave wanted to take an aggressive stance against multiple different competitors across their service areas. The brand needed to extend their existing campaign to remind current customers and convince new customers why NewWave was clearly the better choice for telecom services.

Strategy and Solution

Our “Good Neighbor, Great Choice” effort used customizable 3D motion graphics to deliver relevant facts that countered various competitor claims in each market. A combination of :15 and :30 TV and social ads set the record straight while reinforcing the positive customer service strength of NewWave.

Good neighbor. Great choice.

Five distinct messages were developed under one message umbrella. We also developed a version for other markets to proactively amplify the local Good Neighbor positioning.

A local targeted defense

A hyper-local campaign to set the record straight for NewWave.

Make a splash

Through smart insights and a targeted approach to discovering new audiences, ORCA’s brand refresh helped them find white space in a crowded category.

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