A new thirty-second Frontier Communications spot produced by iAproductions for West Virginia markets has been picked up for use by multiple Frontier regional business units. The spot titled Best Gift Ever employs kinetic typography and animation to herald Frontier’s holiday customer promotion. The spot offers customers a $450 Apple gift card as an incentive to sign up for Frontier’s “Triple Play” package for phone, TV and internet service.
This is the second spot produced by iAproductions for Frontier that utilizes an animation technique known as kinetic typography. Kinetic typography involves the creation of blocks of text, animated in sync with speech and music, that convey a particular idea or emotion. It’s first recognized use was during the opening credits of Alfred Hitchcock’s North by Northwest in 1959. iAproductions previously employed this technique on a grander scale to promote Frontier Communications’ “Custom Value Pricing” promotion.
Response to the spot in West Virginia broke sales records and Frontier’s home office immediately took notice and requested the spot be adapted for use throughout the Frontier system of twenty-eight states. According to iA’s Creative Director Bill Hogan, “The spot was so successful that Frontier requested the spot be retooled for extended use following the promotion.” Hogan went on to say, “It’s been a pleasure to work with Frontier’s Southeastern region marketing team and we are grateful to them for providing us with the opportunity to ‘go national’ with the gift card spot. For us it’s the Best Gift Ever!”
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