TiVo
Create a New Category that Becomes a Household Name
“By using a new term DVR, which ZOOM really helped us galvanize our thoughts around, the term digital became really one of the most defining moments. DVR entered the consumer vernacular and still stands today.”
ZOOMing Success
Must-have
Featured on Oprah as a must-have product for 2008
DVR
has become a household term and currently in the dictionary
Positioning at a glance
Challenge
TiVo was positioned as a personal TV system that allowed watchers to fast forward through commercials during sports events. The product was targeting men watching sports on TV and sales were not proceeding on plan.
Hill
Digital Video Recorder (DVR)
Breakthrough
We created the DVR hill and defined it as just like a VCR without the tape
The Point That Matters
Watch TV on your schedule