The Pillbury Dough Boy and Michelin Tire/Stay-Puff Marshmallow Character have some new competition. Cox Communications is launching a new ad campaign that will feature what company spokespeople call "futuristic characters" (see the picture from Brandweek) using the tagline, "Cox, your friend in the digital age."
The ads are meant to demonstrate how Cox's digital products and services can help people in their daily lives. For example, one spot will show the Digis helping a father during his baby's birth by distributing pictures via cell phones to family and friends around town.
There will also be online and social media elements to the Digis campaign. The characters will appear on Facebook and MySpace and a Digis website will launch with downloadable and interactive content.
Let's face it. It's hard to create a brand character that actually sticks, meaning it appeals to a wide audience and becomes popular for the long term. What do you think? Can the Digis drive business for Cox Communications?
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