Unlimited Test Drive Campaign
GCI’s Unlimited Test Drive campaign promoted Unlimited Internet + Mobile for $99.99/month, using five distinct creative concepts to reach audiences across the funnel.
My Role
Led strategy, writing, pre-production, production, post-production, client review, and campaign delivery.
Deliverables
TV spots · Cutdowns · Radio spots· Paid social · Digital ads · Retargeting assets · Campaign copy
The result
Five distinct spots, full supporting creative, and a faster path from concept to market than a campaign of this size usually gets.
The challenge
The campaign had to create enough variety to stay fresh across placements, while keeping the offer simple, consistent, and recognizable across every channel.
It also had to move fast: five spots, multiple shoots, radio, stills, digital, paid social, retargeting, and campaign copy, all developed and delivered inside a compressed timeline.
The strategy
Build a campaign world big enough to carry the offer from different angles.
Each spot gave the bundle a different reason to care, whether it was entertainment, family connection, outdoor life, everyday convenience, or getting more from one provider. Each lane then had its own supporting materials, so the idea could stretch across placements.