The biggest obstacle TiVo faced was that 90% of customers believe they already “know” TiVo. In fact, many mistakenly think they HAVE a TiVo. But TiVo is way more than a DVR, bringing together entertainment from TV and the web. After 13 years of silence, it was time to let TiVo guy speak his mind for the first time.
How about sending someone you love (to watch TV with) a TiVogram?
With overwhelming consumer recognition of the TiVo logo sillouette, we extended the common phrase “I’m going to TiVo it” into new categories: music, web videos, and more. We addressed customer retention through emails, newsletters, and special offers.
In preparation for a national branding campaign, we ran a test in select markets over a two month period. The results: We improved consumer perceptions approximately 15-25% across variables such as “innovative”, “premium” and “cool.” More importantly, we increased interest, search and purchases over the national average.