People were confused about the relative merits of cable and satellite. And when I say “people,” I’m talking about everybody—including my client, Time Warner Cable. As soon as they nailed down a concrete advantage, the satellite people would rearrange their offerings in a way that made comparing the two services a headache. We came up with the idea of a website devoted to clearly contrasting the services; the site could be regularly updated to keep up with the ever-shifting competitive landscape. This spot (and two others) drove potential customers to the site, where they learned, of course, that cable held the true advantage. If you’re wondering—yes, we did buy “moneybegone.com.” Visitors were redirected to satellitetruth.com.