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.