Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

XFINITY
Language Choice

RAN IN: United States

CLIENT
Comcast/XFINITY

Jose Velez Silva, VP of Multicultural Marketing Communications
Peter Intermaggio, SVP Marketing Communications at Comcast
Eileen Diskin, Senior Vice President, Marketing Communications and Strategy at Comcast

AGENCY
Gallegos United *Lead Agency

John Gallegos, Chief Executive Officer
Andrew Delbridge, President/Chief Strategy & Engagment Officer
Jose Pablo Rodriguez, Head of Account Management
Natalie Vaughn, Account Director
Silvina Cendra, Planning Director
Carlos Tornell, Creative Director


SUMMARY

The X1 Language Choice campaign was the most successful in Xfinity/Comcasts 53-year history. Why? Because it communicated a deep understanding of what it means to be bilingual and demonstrated the unmatched commitment Xfinity had made to Hispanics. By framing a new feature as a metaphor for the ease and personal choice Bicultural Hispanics have when switching between languages, we set ourselves apart from the competition and elevated Language Choice to a personal experience that emotionally connected with our target.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;WOM (Consumer Involvement/User Generated);DIRECT;Mail;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Video Skins/Bugs;OOH;Billboard;Transit;PRINT;Newspaper - Print;RADIO;Spots (Radio);RETAIL EXPERIENCE;In-store Merchandizing;In-Store Video/Kiosk;POP;TV;Branded Content (TV);Product Placement;Sponsorship (TV);Spots (TV)

Audience: Cultural or Ethnic Group

Objectives: Increase awareness

Type: Business to Consumer

Classification: Regional

Language: English