Cox Communications’ new mobile phone service, Cox Mobile, is excited to announce the national introduction of its first advertising campaign that celebrates the individuality in all of us. The star of the campaign is Annie, a CGI sheep who sees the world a little differently — just like we all do.
Annie’s personality was developed as the perfect intersection of the Cox Mobile brand and their customers’ values. She’s kind, honest, purposeful and independent, a champion of individuality and the epitome of Cox Mobile’s “we’re different because you’re different.” Annie represents Cox Mobile’s customer-focused approach to mobile plans, where customers only pay for the data they need and can change plans at any time if those needs change.
“We recognize that our customers don’t want a “one-size-fits-all” mobile experience from their provider,” said Mark Lawson, Executive Vice President, Chief Marketing and Sales Officer at Cox Communications. “We created Annie to represent Cox Mobile’s commitment to providing a better, more individualized mobile experience.”
To embrace her uniqueness, Annie sports a signature lightning bolt “tattoo” on her wool. It’s a visual representation of celebrating what makes each customer different — and what inspires us to do things a little differently, too.
“We think there’s something about Annie that everyone can relate to. She embodies our brand commitment to bring people closer together and celebrate our differences,” said Catherine Borda de Castro, Assistant Vice President of Convergence and Marketing at Cox Communications. “We’re looking forward to sharing more of Annie’s story with our customers and continuing to provide the flexible solutions they need.”