PROJECT: Store launch window posters / Florida Region.
First-round concept submission – unfinished project.
OBJECTIVE: Build pre-opening excitement for new XFINITY Store.
OFFER/CTA: Come play.
TARGET: Current customers and area residents.
DESCRIPTION: How do you tell people that an empty storefront will soon house the coolest place in town, where you can get hands-on with awesome new technologies? Here's one of the approaches we came up with.
These window posters were aimed at building anticipation and excitement for a new kind of experience. We chose simple layouts and big, striking images knowing we wanted to capture the attention of folks across the parking lot, not just those on the sidewalk close by.
PROJECT: Competitive winback / Florida Region.
OBJECTIVE: Win back former customers.
OFFER/CTA: Bundles starting at $89.99 x 24.
TARGET: Customers who recently defected for the competition.
DESCRIPTION: Getting someone to un-make a decision they just made isn't easy. These targeted, hard-hitting (but fun) winback mailers are designed to grab the attention of ex-customers and tell them "We miss you – and you're missing out on a lot."
PROJECT: Mailer to current customers / National.
OBJECTIVE: Encourage loyalty among high-value customers.
OFFER / CTA: Take advantage of free club membership.
TARGET: XFINITY Triple Play customers.
DESCRIPTION: When you’re an XFINITY Insider you’re part of an exclusive club. You’re one of our best customers and we’re rewarding you for your loyalty. And the exclusivity is part of that reward — after all, you’re an “insider.” So the invitation to take advantage of your club membership needs to say “special” and “rewarding” before it says anything else.
Our cover is charcoal matte, with “XFINITY Insider” there in black ink with a varnish sheen. Its unique size and thickness help it stand out in the mailbox. And it unfolds and unfolds and unfolds, which suggests the perks go on and on.
PROJECT: Full page ad for Crain's Chicago Business / Greater Chicago Region.
OBJECTIVE: Spread the word to all Chicago property executives: there's a good reason why Trump chose XFINITY – and you should follow suit.
OFFER/CTA: Call for more info or go online to learn more.
TARGET: Owners of large residential properties in the Chicago metro area.
DESCRIPTION: We were asked to trumpet the message that the Windy City's iconic new skyscraper is getting XFINITY Communities bulk service – and let everyone know why The Donald chose XFINITY for his glass castle in the sky. Or, as the copy says: "The latest address for the future of awesome? Look up."
PROJECT: Postcard & magazine ad / Greater Chicago Region.
OBJECTIVE: Promote XFINITY Home.
OFFER/CTA: XFINITY Home Secure 300 for $29.95 x 12.
TARGET: General.
DESCRIPTION: What's the best feature to emphasize for XFINITY Home? This postcard deftly checks off all of them – a fun way to emphasize the "total" in "total home security and automation solution."
The region liked the postcard so much, they asked us to do a magazine ad version, too.
Hit play.
PROJECT: World Cup newspaper ad/Florida Region.
OBJECTIVE: Steal share from satellite.
OFFER/CTA: Starter XF Double Play $89.99 x 12.
TARGET: Soccer fans with DirecTV.
DESCRIPTION: It was a last-minute call for a once-in-four-years opportunity. The World Cup soccer tournament was already under way when Florida Region asked us to develop a creative newspaper ad – fast – reminding DirecTV customers that a typical thunderstorm could cause them to miss moments they'd waited years to see.
We got the call on Monday morning; the ad (in both English and Spanish versions) was on its way to newspapers by Wednesday afternoon.
PROJECT: Video upsell mailer / Florida Region.
OBJECTIVE: Get cord-cutters back to video.
OFFER / CTA: Blast! Plus.
TARGET: Current Performance Internet customers.
DESCRIPTION: How do you get cord-cutters to come back to video service? With this Blast! Plus mailer aimed at Internet-only customers who were thought to be cord-cutters, we used the format in a fun way to hammer home the benefit.
It looks like a simple two-panel mailer — except that one of the panels is diecut and turns into a door hanger to emphasize all the shows and sports they’ll get to watch when the programs air, not later online.
Although the budget for this piece is similar to a typical mailer, it comes with extra impact.
PROJECT: Community acquisition campaign / Florida Region.
OBJECTIVE: Introduce XFINITY to an affluent community contracted to another provider.
OFFER / CTA: Explore / learn more about XFINITY.
TARGET: All Weston residents.
DESCRIPTION: Weston, Florida, is an affluent community of 65,000 that had been under contract to one local cable company since 1987 — and that contract was coming to an end. These were 65,000 people who might never have heard of XFINITY. Our job was to educate them, excite them and get them wanting XFINITY. It started with six words on a billboard: “XFINITY from Comcast. Destined for Weston.” Something big is coming.
We followed with a series of FSIs and then the star of the show: a 26-page booklet arriving in a vellum envelope — a kind of catalog to the XFINITY candy store.
Everything led to a website we created where residents could get more information, check for updates, and see when XFINITY would be arriving in their neighborhood.
The campaign was very successful, with the booklet being reprinted multiple times.
PROJECT: Personalized postcard & website campaign / Time-Warner New York City region.
OBJECTIVE: Upsell TV customers to a triple play.
OFFER/CTA: Get 3 free months of HBO when you upgrade to a triple play for $99 x 12.
TARGET: Current TV customers.
DESCRIPTION: Our telecom experience extends beyond Comcast to Time-Warner and Cox Communications, and we've done targeted personalized direct mail/personalized website campaigns for all three. This campaign for Time-Warner was also personalized for four psycho-segments, and it showcases our ability to use what we know about a customer to connect and engage on a personal, one-to-one level — to make the benefits relevant and more powerful.
The four psycho-segments — singles, families, connected seniors and traditional seniors — were targeted via four headline/image variations, with further personalization for name, address, years of service — even specific programming that might appeal to the segment. Check out the yellow-circled variables and four cover concepts at right.
It all leads to a personalized website with more targeted information and alternative upgrade offers.
When done well, personalization creates a much more powerful communication that leads to a jump in response rates. When done poorly, it feels awkward and hollow. So when we do it, we make sure we do it right.
PROJECT: FSI / Florida Region.
OBJECTIVE: Promote XFINITY Home.
OFFER/CTA: XFINITY Home Secure 350 for $39.95 x 24.
TARGET: General.
DESCRIPTION: You can't beat kids and puppies for drawing power. And the copy nicely evokes the feelings of peace of mind and control you get with XFINITY Home.
PROJECT: xfinitywirelessnow.com / Corporate.
OBJECTIVE: Sell Verizon Wireless services via Comcast.
TARGET: Current customers.
DESCRIPTION: It was supposed to be a handy internal reference tool for sales reps. But wow, did it take off. Reps liked it so much, they started sending customers there – and visitors zoomed from 200 a month to 8,000. The call came in for a brand new site with more robust works and a consumer-oriented user experience — and you can try it for yourself over at xfinitywirelessnow.com.
From banner ads to simple informational landing pages to sophisticated websites, we love doing interactive work — and our clients love the results. Got a project? Talk to us.
PROJECT: Personalized Internet upsell mailer / Florida Region.
OBJECTIVE: Introduce new, faster XFINITY Internet tiers.
OFFER/CTA: Upgrade now.
TARGET: Current Internet customers.
DESCRIPTION: The assignment was simple: Tell current Performance Internet customers that even faster, funner speed tiers are now available and get them to upgrade. We personalized the mailer and made the customers part of the fun.
PROJECT: XFINITY Communities bulk upsell mail package / ELF project.
OBJECTIVE: Sell additional services to residents of bulk properties.
OFFER/CTA: Visit comcast.com/chicago for offers.
TARGET: Residents of selected Chicago condominiums.
DESCRIPTION: Affluent condo residents receiving XFINITY TV service as an amenity should be a ripe target for the X1 Entertainment Operating System – and additional services. Could we get them to upgrade?
The core of the packet is the popular XFINITY Communities Product Guide we'd previously created. We added a dedicated matching envelope and letter that start with a thank-you and lead to talking exclusive offers and enticing upgrades. A low-key upsell to engage affluent customers and get them wanting more XFINITY.
A recent Executive Leadership Forum pilot project sent to about 20 upscale condo properties in Chicago.
PROJECT: Retention campaign / Florida Region.
OBJECTIVE: Prevent a competitive takeover.
TARGET: Pelican Bay residents and property board members.
DESCRIPTION: Pelican Bay is an upscale Florida community whose contract with Comcast was coming up for renewal. Board members and decision-makers were being heavily lobbied by a smaller competitor – NuVu Cable – which was promoting its fiber-optic delivery as being vastly superior to cable. Our approach was to shift the conversation: it’s not about the wiring, it’s about 1) having more great movies and shows than anyone else, 2) having the leverage with content providers to ensure you always have the most and best, and 3) all the different places you can enjoy it. Not to mention the power to always bring you the newest and coolest technological features – first.
Initial ads – “From anything’s possible, to everything’s possible” – reminded residents about all the great features and improvements we brought to Pelican Bay over the years, along with our promise to always be first. Later on, harder hitting ads told the truth: “It’s not about what’s underground, it's about what's on.’
Our high-end booklet reminded residents of all they enjoy with XFINITY. This wasn’t meant to be a catalog with a lot of information, but a soft-sell reminder of how big and vibrant (and rich and luxurious and splendid) life is with XFINITY as part of your world, something no fly-by-night company can match.
PROJECT: Acquisition DM / Florida Region.
OBJECTIVE: Sign new customers.
OFFER/CTA: Blast! Plus for $54.99 x 12.
TARGET: Current noncustomers.
DESCRIPTION: When you can watch just about anything you want, anytime (and anywhere) you want, life is pretty sweet. We made sure that came through, royally.
PROJECT: Bilingual Internet upsell DM / Florida Region.
OBJECTIVE: Upgrade current customers with TV and Voice to add Internet.
OFFER/CTA: Add XFINITY® Internet for $19.99 x 12 or $29.99 x 12.
TARGET: Current customers with TV and Voice.
DESCRIPTION: "TV? Check. Phone? Check. Internet? Check this out." A simple formula that made for a very successful mailer. Could easily be adapted to English-only.
PROJECT: Bilingual video upsell DM / Florida Region.
OBJECTIVE: Convince current customers with Internet to add TV.
OFFER/CTA: Upgrade to an XFINITY® Latino Double Play for $79.99 x 12.
TARGET: Current customers with XFINITY Internet.
DESCRIPTION: A fun way to alert you that being an XFINITY Internet customer gets you a great deal on its partner, XFINITY TV — and when you put them together, things get awesome. Could easily be adapted to English-only.
PROJECT: XFINITY Communities trade show booth and account rep presentation collateral / Corporate.
OBJECTIVE: Sign new properties, educate property managers on XFINITY Communities features and benefits.
OFFER/CTA: Varies.
TARGET: Bulk and retail property owners, property managers.
DESCRIPTIONS:
TRADE SHOW BOOTH — We helped introduce the new XFINITY Communities brand and Gigabit Internet speeds to property owners. Here we made sure each of the three pillars of its “Better network. Better entertainment. Better service” promise came to life in a clear, powerful, yet simple way. The overall message: XFINITY Communities offers more of what potential residents want.
“LUNCH & LEARN" COLLATERAL: XFINITY Communities’ new Community Account Reps needed a presentation to help educate property managers on the benefits and features of their property’s XFINITY services. Since there’s no telling where the conversation will take place — at the manager’s desk, in the lobby, at lunch — the presentation collateral has the feel of slides in a customizable, printed, horizontal format, tucked into a horizontal folder.
We're an award-winning radio shop, too. The same thinking that goes into creating DM that jumps out of the mail pile goes into spots that stop listeners from changing the station. It's been a little while since we were asked to do radio for Comcast, but we're always ready.
Sometimes it's less about creativity and more about rock-solid project management — and we're fine with that. We handled the workload of Project Cavalry and the World of More introduction for six different regions and hundreds of headends, making sure everything from letterpacks to newspaper ads to localized websites was versioned quickly, with 100% accuracy, and delivered on time. We even created our own online project management tool (at right, below) and versioning code so that clients, agency and printers could instantly know the status of any piece as it moved through the process.
We also handled channel lineup versioning for the Greater Chicago Region from 2010 to 2013. For extreme efficiency, we developed a custom online app utilizing XML code to create a turnkey operation. The process became so streamlined, turnaround time was reduced to 45 minutes per lineup.
