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.