Comcast Xfinity: Beautifully Bilingual

Comcast, a telecommunications conglomerate, used a message of hope, appreciation and understanding to inspire Hispanic consumers in the US and make them feel heard through grand celebrations of who they are – all while turning Xfinity technology into a symbol of cultural unity.

Agency: Gallegos United

Objectives

When setting 2017 objectives we had to face a rough context: The cable category continued eroding in consumer's minds.

Comcast was the second to least trusted brand of 329 brands across 20 industries (Temkin 2017 Trust Ratings).

Connecting with Hispanics was challenging, as the election had instilled fear and skepticism among Hispanics.

However, we needed to capitalize on X1momentum (X1 is Xfinity's operating system, the only one that offered a bilingual experience), retain our customers and continue to grow. The objectives were:

  1. Increase awareness of X1 among Bicultural customers from 57% (pre-campaign) to 66% (post-campaign)....

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