TiVo

How do you create a new hill that becomes a household name?

ZOOMing success

“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.”

Joe Miller, SVP, Retail Sales and Marketing

Featured on Oprah as 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 television system that allowed watchers to fast forward thru commercials during sports events. The product was targeting men watching sports on TV and sales were not proceeding on plan.

Breakthrough

We created the DVR hill and defined it as just like a VCR without the tape

Hill

Digital video recorder (DVR)

The Point That Matters

Watch TV on your schedule