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Comcast
Xfinity Mobile Launch

RAN IN: United States

CLIENT
Comcast/XFINITY

Petey McKnight, Executive Director, Marketing Strategy

AGENCY
FCB/RED *Lead Agency

Tina Manikas, President, FCB/RED
Teddy Brown, EVP, Creative Director
Katie Nikolaus, VP, Management Director
Tamara Bohorquez, VP, Director of Planning
Alice Jankowski, VP, Creative Director
Jane Ballweg, Management Director


Goodby, Silverstein & Partners *Lead Agency

Jason Bedecarre , Group Account Director
Lee Wilson, Account Director
Tenaya Ende, Account Manager


DigitasLBi


Edelman


SUMMARY

We know that shoppers are consuming data like never before, and that they seek to outsmart data plans with WiFi. Xfinity Mobile is the only carrier that gives subscribers access to 18 million WiFi hotspots AND the largest 4G LTE network in market. So now, shoppers can jump on and off WiFi whenever, wherever. And when they do need to use data, it’s at a great price. The solution drove shopper consideration, traffic and conversion, beating all goals and converting 5% of our competitors’ customers.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Post;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIRECT Pre;DIRECT During;DIRECT Post;DIRECT Email;DIRECT Mail;DIRECT Retailer Specific;MOBILE/TABLET During;MOBILE/TABLET Post;MOBILE/TABLET App;MOBILE/TABLET Location-based Communications / Real Time Marketing;OOH Pre;OOH During;OOH Post;OOH Billboard;OOH Place Based;OOH Transit;PR During;PR Post;PRINT During;PRINT Magazine - Print;PRODUCT DESIGN Pre;PRODUCT DESIGN During;PRODUCT DESIGN Post;PRODUCT DESIGN Account Specific;PRODUCT DESIGN Promo Specific;RETAIL EXPERIENCE Pre;RETAIL EXPERIENCE During;RETAIL EXPERIENCE Post;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE In-Store Video/Kiosk;RETAIL EXPERIENCE POP;RETAIL EXPERIENCE Retailtainment;RETAIL EXPERIENCE Store within a Store;SOCIAL MEDIA Pre;SOCIAL MEDIA During;TV During;TV Post;TV Spots

Audience: Existing Customers + Millenials

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English