Citynet – Shake Up

Citynet is an IT services and management company that was founded in West Virginia. The company is now one of the leading providers of IT services in the state. In fact, it’s the only major company that provides a high-level of management, service and support. Citynet wanted to convey this message to its West Virginia audience in the form of a commercial… A spot that would run on local television, the Internet, and sports venues.

Our initial thoughts on the project were to capture the founder of the company, Jim Martin, on film an tell the story of how he started the business. We knew the story would resonate with the target audience. That story being something like “Hometown Boy Builds Great Local Company.”

So, we story-boarded the spot in preparation for the big pitch. We learned that Jim Martin has a fondness for extreme sports and included some of those ingredients into the mix. Once we were pleased with the our plan, we talked the idea over with the client.

The idea was well received, however the star of the show developed stage fright and big case of humility. There would be no hometown boy establishes great local company story, no jumping off bridges… no skydiving!

So, we headed back to the drawing board and decided to take a different approach. An approach that would include a bit about Mr. Martin, but would focus more on how Citynet is the only major company still standing in West Virginia. The only company standing after a big “shake up” in the telecommunications and IT industry.

Due to the companies that had gone out of business or left West Virginia, the idea of dominoes falling came about. And so, the dominoes fall and one is left standing… Citynet.