We Get You (This One Time In) Video

FTC, a local telecommunications provider serving rural South Carolina since 1951, faced growing pressure from national carriers offering glossy deals and little understanding of local life. With the “We Get You” campaign created by long-time agency partner Brandon, FTC reclaimed its strength through a message rooted in community and shared experience. The central idea, “We live here too. We get you,” centralized the people FTC serves. Every creative choice emphasized empathy, proximity, and reliability. The campaign opened with three cinematic TV spots under the theme “This One Time In.” Each began with a small-town story that took an unexpected turn and ended with an FTC-powered win. A cat birthday party descended into chaos but streamed without interruption. A small business weathered a viral sales rush. A call from a girlfriend reached her partner fishing in the middle of nowhere. Each story showed how dependable connection sustains daily life in the communities FTC calls home. Produced by Caravan and supported by a broad media plan, the work reached far beyond television. The spots ran across connected and linear TV, OTT, and social channels, reinforced by digital display, local radio voiced by FTC employees, regional print takeovers, direct mail, and live appearances at fairs, schools, and community events. The refreshed brand identity extended to FTC’s website and in-store signage, giving the campaign a unified look and tone across every touchpoint. Brandon positioned FTC as a hometown alternative in a market dominated by large corporate players. Rather than chasing discounts, the work focused on tangible value through expanding fiber builds, growing tower networks, and visible improvements to local infrastructure. The message stayed consistent across owned channels such as bill inserts and email newsletters, reminding customers that FTC’s progress belonged to them as well. Over two years, FTC saw a 20 percent increase in internet customers, an 80 percent rise in 25-MB upgrades, and a 76 percent rise in 50-MB service. According to FTC’s chief marketing officer, the campaign gave the company more than a marketing voice. It strengthened trust and belonging, proving that the most powerful signal a telecom can send comes from being part of the community it serves.

From the original award submission.