Change the relationship between people and their cable company.
Comcast / Creative Strategy Lead, DigitasLBi
Why do people desire entertainment in their homes? How do your products fit into their lives? What might motivate them to make a change?
These questions drove years of our work for Comcast & XFINITY. And their answers informed and inspired fully-integrated campaigns--from product-launches, to customer retention, to competitive de-postioning, to seasonal promotions--across TV, Radio, Print, Digital and Social channels.
We combined big-picture trend investigation, primary qualitative & quantitative research, and customer data to identify true customer pain points and resonant product proof points. From those insights we crafted compelling stories--telling the power of family connection, the depth of hometown team pride, and the importance of improving service. Our driving goal was to prompt re-evaluation by creating a memorable connection.
Creative Strategy / Acquisition & Retention Strategy / Digital Strategy / Qualitative & Quantitative Research / Copy Testing / Focus Groups
Campaigns & Products: National Acquisition, Competitive Win-back, Seasonal Promotions, XFINITY Sports, XFINITY Home Security, Comcast Business Class