Campaign details

Brand: Comcast
Advertiser: Comcast/XFINITY
Lead agency: FCB/RED

Effie awards category context

Only 7% of wireless shoppers consider switching provider. To launch a new wireless service, Xfinity Mobile had to draw hard-to-convert shoppers away from huge, entrenched competitors spending $2B+ in advertising and possessing 11 times the retail footprint. In addition, current Xfinity store visitors were not "shopping" but solving cable/internet needs.

Xfinity Mobile combines their LTE network with their WiFi hotspots to save people money. So, we created an integrated campaign "A New Way to Mobile" that reflected how this new service is designed for the way shoppers use their phones– inspiring visits, conversion and winning +5% customers.

State of the marketplace and brand's business