Growing market share by connecting with new audiences
Over ten years, we grew Xfinity’s market share through campaigns and initiatives that connected with minority audiences such as Hispanic Americans and Asian Americans. We helped evolve the brand approach from siloed target market campaigns to a holistic total market approach. Our work involved everything from brand strategy to social media and PR; from concept to shooting to final delivery.
Tapping into cultural insights to create emotional connection and to increase customer acquisition.
To launch Comcast Xfinity's Language Choice feature, the first bilingual experience of its kind, we dramatized a simple truth that every bilingual person can relate to: when you speak two languages, you fluidly switch between your languages depending on the situation and the emotions involved. This campaign won an Effie and exponentially increased customer acquisition.
Translating product functionality into culturally relevant content across multiple platforms.
We took the opportunity to turn a small product tutorial brief for the Xfinity X1 Voice Control into an integrated campaign that connected with Comcast’s millennial Asian and South Asian audiences. Partnering with dancers Poonam & Priyanka (The Shah Twins), and B-boy champion Gyroe the Magnificent, we worked with director Michael Gracey of The Greatest Showman fame to create bespoke choreographies and films that highlighted how easy it is to find culturally relevant movies and TV shows with the voice remote.
A Hispanic Heritage Month project to make diverse voices heard. Literally.
September 2020 was a pivotal moment for the whole of society, but particularly for minorities. Everyone was considering what America meant to them, and what they meant to America. More than ever, all voices deserved to be heard. For Xfinity's Hispanic Heritage Month campaign, we created a digital American flag made from voices. A living, breathing tribute to the diversity of our nation.
The immersive site featured audio interviews with Hispanic Americans about their personal journeys, and their contributions to America. Radio, PR, digital, social, and influencer content drove the public to share their own stories and take their place in the flag, voice by voice, thread by thread.
Leveraging culture to build stronger connections with our audience.
To build Comcast’s reputation as a company that supports storytelling of all kinds, we partnered with iconic artist Kim Jung Gi to pay tribute to the work and influence of Asian Americans in cinema. We created a six-meter mural and collectible limited edition art cards that showcased the contributions of Asian Americans in front of and behind the camera.
The centerpiece was a 5-minute documentary film about the artist and his thoughts on Asian Americans in film and storytelling. All these pieces were released at the Asian American Film Festival (CAAMFEST) in San Francisco during Asian American Pacific Islander Heritage month.
Winner of: One Screen Short Film Festival; ADC Silver Cube; ADC 99 Book of Craft; Webby Honoree; Grand Prix ANAs’ Multicultural Marketing & Diversity.
