Company: Scientific-Atlanta
Company Division/Group: Creative Media Services
Company Description: Scientific-Atlanta is a leading supplier of digital content distribution systems, transmission networks for broadband access to the home, digital interactive set-tops and subscriber systems designed for video, high-speed Internet and voice over IP (VoIP) networks, and worldwide customer service and support.
Nomination Category: Advertising/Design Craft & Technique
Nomination Sub Category: Best Copywriting in a Campaign

Nomination Title: Scientific-Atlanta European Ad Campaign

Date this campaign first ran:

September 13, 2002

Briefly describe this nomination's communications objectives and how it met those objectives (up to 100 words):

When Scientific-Atlanta expanded its presence in Europe, the company faced
perception problems from its potential customers in that market. Despite product
excellence and almost completely European personnel, Scientific-Atlanta was
perceived as “too American.”

We embarked on a new campaign that would help us revise negative European
perceptions of Scientific-Atlanta while highlighting new/ hot products and key
messages.

Today, we rarely face the negative perceptions of a year ago. Nearly 70% of cable
operators surveyed remembered our ads and our ads generated a 9% rate of click-
throughs to our web site (a 0.5% - 2.0% click-through rate is considered
successful).

Provide the applicable creative and production credits for this nomination:

Copywriting: Corey-Jan Albert, Senior Marketing Writer, Scientific-Atlanta, Inc.