On December 8 and 9, press and influencers were introduced to SignatureHomeTM, the premium service package from Time Warner Cable. In an exquisite townhouse on Bond St. and Bowery, visitors were taken on a tour where Personal Solution Advisors demonstrated how SignatureHomeTM seamlessly integrates their lives with their technology.
During the day the house was filled with visitors engaging with Time Warner Cable’s Look Back, Whole House DVR, 3D Programming, and Wideband internet. TV Personality and Chef Tom Coliccho stopped by on Day 1 to prepare samples and discuss his new book and on Day 2 ESPN MLB Analyst Bobby Valentine visited the Man Cave and discussed 3D programming with visiting press.
On the night of the 9th, the townhouse transformed from a warm home to a chic, exclusive party complete with a Time Warner Cable red carpet, music by DJ Becka Diamond, drinks from mixologist Yusef Austin, and a fresh sushi bar. Talent included, but was not limited to: Nick Cannon, Martha Stewart, Laurie Holden, Jill Zarin, and Hannah Storm.
In addition to the press and media event, Time Warner Cable participated in community outreach by commissioning four artists to create their own interpretation of the Eye/Ear logo to be placed on designer t-shirts and sold through Brooklyn Denim Company. 50% of the proceeds will go to the non-profit organization Pop!Tech and Spark, a collaboration between Pop!Tech and Time Warner Cable’s “Connect a Million Minds” initiative which promotes youth education in science, technology, engineering, and math.
Cable companies are often described as stodgy, uncreative brands that simply provide a necessary service. Through the design of OgilvyEntertainment, in tandem with Ketchum PR and Relevent, Time Warner Cable was able to bring their signature service experience to life. As Shelly Palmer from Fox 5 reported, “Time Warner Cable has done something sensational here. The big story here is about setting the state for the competition.” The launch of SignatureHomeTM allowed Time Warner Cable to break the mold and provide a space for people to interact with a cable service as they would in the comfort of their own home.
SignatureHomeTM also elevated Time Warner Cable from trade and technology press to mainstream and trendy media. The blog, PaperMag, wrote, “That’s right. A cable hosted a super chic soiree last night at their three-story, stunning townhouse on Bond Street…for the launch of TWC’s new premium service, SignatureHome.”
The strategy to position Time Warner Cable as a cable service that provides innovative consumer/media integration along with their premium services proved to be a very salient experience for all those who crossed the threshold at 54 Bond Street.