Charter Communications – Introducing Digital Cable

Chaired by Microsoft co-founder Paul Allen, Charter Communications is one of the largest cable MSO’s in the world. When the new technology of digital cable was ready to be introduced to its customers, Rita was the art director on the case. The campaign included ads, direct mail postcards, and quarterfold mailers. But not just one version. Six different demographic clusters were targeted – upscale, blue collar, ethnic urban, active seniors, sports enthusiasts, and Hispanic – with each receiving their own custom tailored direct mail pieces.

The result? Charter’s new acquisitions and conversions from analog cable were way ahead of projections – over a million digital customers in the first year. Below is one of the six versions.

Designed while at Frank/Best International