Connected Campaigns
Creating A Cohesive Pair Of Premium Year-End Xfinity Sales Events
As 2020 drew to a close, Comcast tapped its still-nascent internal Agency, Good Kid, to create campaigns for their two biggest sales of the year, Black Friday and New Year’s. Their ask: drive awareness and sales during the biggest shopping months of the year, while also presenting the brand as “premium”.
The Work
To separate Xfinity from other Internet Service Providers, we drew inspiration from tech companies and crafted a visual conceit and logo treatment that would be shared between both spots and presented Xfinity as a premium service. Music, copy, and offers would change between Black Friday and New Year’s, but the visual language and energy of the creative would remain the same, presenting Xfinity as the high-tech enabler of everything potential customers loved.
Video
Digital Display
Radio
The Results
Both campaigns performed above Xfinity’s average on relevant KPI’s, including awareness, brand recognition, retention, intent to purchase, opinion, clickthrough, and more. Both campaigns (especially Hello 2021), drove orders incredibly efficiently, with a CPO much lower than the Xfinity’s average.