Time Warner Cable – through its ad agencies Evantus and OMD – hired Jigsaw Media to produce a grassroots custom-content program as part of its back-to-school college strategy in the Midwest.Targeted schools included Ohio State, Nebraska, Cincinnati, University of Wisconsin (four campuses), and the University of Missouri at Kansas City among others.
Jigsaw Media created a magazine titled FRONT ROW that featured customized storylines of direct interest to the college-age demographic. All advertising within was owned by Time Warner Cable and the piece was distributed at 12 schools within the TWC footprint as a newspaper FSI within the school newspapers and via street team during on-campus events (football games, campus bookstores, welcome back events, etc.)
We created a customized, brand-owned 8-page special section titled Life Wide Open, which was inserted into the full Sunday circulation of the Baltimore Sun. Additional distribution via street teams throughout the city raised the circulation to 500,000. For content, we recruited and vetted legendary Orioles catcher and current team announcer Rick Dempsey as the cover story. Rick’s father passed away prematurely from coronary artery disease so the personal connection was evident and resonated within the piece.
This project helped earn Universal McCann Best Integrated Campaign from the client.