Background and context
In an extremely cluttered market, Comcast Xfinity Mobile needed to show the world why it was worth switching providers. Consumers acknowledged that wireless data plans were expensive, but they didn’t tend to know the actual cost of the content they were consuming on their mobile phones. In order to overcome this complacency, Xfinity Mobile put their superior LTE+Wifi proposition in the context of the videos that consumers loved to watch.
Xfinity Mobile’s challenge was finding the right way to tell consumers that they could be saving hundreds of dollars a year by switching providers. They decided to show consumers how much they were spending on data just to stream a given YouTube video by turning pre-roll ads into price tags. In doing this, their goal was to increase awareness, interest, and consideration in Xfinity Mobile.