Optimum Lightpath Pigeon theme flies high

Share this content:


Optimum Lightpath, a subsidiary of New York-based Cablevision, provides data, Internet and phone service using Metro Ethernet, which is an ethernet network for a metropolitan area. The company struggles to explain the benefits of its technology while competing with brands like Verizon and AT&T.

“Companies don't change telecommunications providers very often,” says Paul Mouer, VP, group creative director at Hawkeye, which created a strategy to get Optimum noticed.


Optimum and Hawkeye devised an integrated campaign that targeted 50,000 C-level executives, telecom decision makers and IT professionals at New York metropolitan area businesses with 20 or more employees. It included a realistic-looking carrier pigeon, to illustrate the idea that traditional phone company technology is antiquated and can't handle today's business needs.

Optimum wanted to demonstrate that what it's providing is “absolutely independent of the traditional phone company,” says David Strauss, VP of marketing at Optimum.

Optimum's low prices were downplayed. “We don't want Optimum to come across as a discount provider,” Mouer explains.

The campaign launched with a TV spot on February 5, followed by a direct mail letter and e-mail blast; these were designed to warm up the audience for a dimensional mailer that dropped in March. The box, complete with breathing holes and the “pigeon” inside, was intended to get past executive gatekeepers. All elements drove recipients to MetroEthernetNow.com.


To date, 1.2%  of recipients have signed up for a sales call and 51% have been qualified. Optimum extended the campaign by 30 days to take advantage of leads.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above