Cox Mobile faced the challenge of building trust and awareness in a skeptical market. Our target was tech-savvy consumers craving reliable mobile service. Inspiration struck when we discovered Cox's restrictive contract with Verizon — the network Cox Mobile runs on. Legally, we couldn't directly disclose this fact, so our "conspiracy" campaign was born.

The campaign kicked off with a TV spot styled as a documentary trailer, featuring multiple Cox whistleblowers exposing the "conspiracy." For social media, we crafted three posts designed to blend seamlessly into TikTok and Instagram feeds, appearing as if they were posted by users hiding their identities. These pieces simulated a grassroots movement uncovering Cox Mobile's "hidden secret." Together, they formed a multi-layered narrative that piqued curiosity and drove engagement.