Captivate is the largest on-the-go news and entertainment network in North America, reaching influential audiences in the places they work and live.
With a major expansion in their network, reach, and audience, we set out to tell a new story about how Captivate can help brands and advertisers reach an engaged, captive, multi-faceted audience.
During the pandemic, Captivate was forced to rethink its business and audience, expanding outside of their media presence within office building elevators.
Captivate rapidly expanded to over ~4M households in luxury residential towers, a great complement to their office building network.
With a new offering, Captivate needed a new story.
We developed a break-thru strategy and positioning, built from customer research, validated in-market.
We then equipped the Captivate team with a new narrative about our unique and influential audience.
In delving deep into our audience's mindset, we discovered that they underestimated the power of Captivate’s platform.
Why? It turns out media companies, Captivate included, struggle to articulate their value proposition effectively. Out-of-home providers prioritize the 'wow factor,' digital brands emphasize functionality, and news outlets tell a story.
That left us an opportunity to tell a story about influence and impact — something that agencies and brands genuinely prioritize and value.
We set out to ensure Captivate’s new strategy truly resonated with its audience. Through our “words that work” methodology—combining interviews, research, and real-world ad testing—we identified key audiences, refined messaging, and built targeted campaigns with creative that compelled action. Three testing sprints uncovered winning audience/message pairs, fueling new assets and a stronger sales story.
