Speedvision was always about more than just fast, loud machines. The cable network was a voice for a lifestyle of individual freedom and embodied a cultural bond that is uniquely American.
Speedvision needed to form these qualities together into a strong brand while overcoming obstacles such as low viewer awareness, low carrier interest and a tight budget. We developed a brand manual, multi-purpose direct response television spots, print advertising and marketing communications that articulated the emotional value of the brand to both viewers and cable operators.
Speedvision’s call volume soared 1000% from previous efforts and households increased from just over 12 million to more than 48 million. The network was sold to FOX Sports for $1.5 billion and we were called on to help rebrand the network as Speed Channel.