xfinity: Case study

Credits & Description:

Brand XFINITY
Entrant GOODBY SILVERSTEIN & PARTNERS SAN FRANCISCO
GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Entrant Company
GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Idea Creation
THINKING MACHINE Los Angeles, USA Production
ALL VALLEY YACHT CLUB Los Angeles, USA Production
APACHE COLOR Santa Monica, USA Production
ARSENAL FX Santa Monica, USA Production
ELEVEL FILMS San Francisco, USA Production
SPARK FOUNDRY New York, USA Media Placement
GOOGLE New York, USA Media Placement
Peter Intermaggio Comcast SVP Brand Marketing and Communications
Todd Arata Comcast SVP Brand Marketing and Communications
Dustin Hayes Comcast Vice President, Brand Marketing and Communications
Kristen Greco Comcast Director, Brand Marketing and Communications
Kate Nicol Comcast Brand Manager, Brand Marketing and Communications
Jeff Goodby Goodby Silverstein & Partners Co-Chairman
Rich Silverstein Goodby Silverstein & Partners Co-Chairman
Margaret Johnson Goodby Silverstein & Partners Chief Creative Officer
Jens Waernes Goodby Silverstein & Partners Creative Director
Jon Wolanske Goodby Silverstein & Partners Creative Director
Felipe Lima Goodby Silverstein & Partners Associate Creative Director
Tristan Graham Goodby Silverstein & Partners Associate Creative Director
Ricardo Matos Goodby Silverstein & Partners Art Director
Otto Pajunk Goodby Silverstein & Partners Copywriter
Doctor Twins Thinking Machine Director
James Horner Goodby Silverstein & Partners Executive Broadcast Producer
Kateri McLucas Goodby Silverstein & Partners Producer
Jason Bedecarre Goodby Silverstein & Partners Group Account Director
Lee Wilson Goodby Silverstein & Partners Account Director
Shanley McClure Goodby Silverstein & Partners Account Director
Tenaya Ende Goodby Silverstein & Partners Account Manager
James Thorpe Goodby Silverstein & Partners Dep. Director Brand Strategy
Alex Oztemel Goodby Silverstein & Partners Communication Strategist
Chrissy Shearer Goodby Silverstein & Partners Senior Business Affairs Manager
Dave Baker eLevel Senior Audio Engineer
Luke Dillon Goodby Silverstein & Partners Executive Audio Producer
Mike Landry eLevel Motion Graphics Creative Director
John Dutton eLevel Executive Post Producer
Jack Whalen eLevel Post Producer
Nathan Shipley eLevel Technical Director
Synopsis
The campaign is still running, but by the time we submitted this entry, YouTube’s most popular videos had made Xfinity Mobile popular too.
- More than 2,000 YouTube videos got price tags.
- With this highly targeted campaign, we reached 4.5 million customers of competitor carriers.
- Online searches for Xfinity Mobile more than tripled (a 221 percent lift).
- Brand interest increased by 113 percent.
Strategy
In a category marked by competitiveness, we wanted to give other carriers’ customers a solid reason for switching: the expense of streaming a YouTube video.
Thanks to YouTube’s targeting capabilities for bumper ads, we were able to create a campaign targeted specifically at phone users (YouTube allows targeting exclusively to mobile) who were connected to one of our competitor carriers (YouTube allows targeting by carrier), streaming one of YouTube’s most popular videos (YouTube allows targeting by genre). Which was perfect for our concept, allowing us to deliver a message that was tailor-made for each viewer. And by helping our competitors’ customers see for the first time the real price they were paying to stream their videos, we turned YouTube’s most popular videos into compelling ads for Xfinity Mobile.
Outcome
The campaign is still running, but by the time we submitted this entry, YouTube’s most popular videos had made Xfinity Mobile popular too.
- More than 2,000 YouTube videos got price tags.
- With this highly targeted campaign, we reached 4.5 million customers of competitor carriers.
- Online searches for Xfinity Mobile more than tripled (a 221 percent lift).
- Brand interest increased by 113 percent.
Execution
“Data in Dollars” was a campaign made of six-second ads designed specifically for YouTube and exclusively for mobile. The campaign went live on March 16, and it’s slated to run until June 16. As of the day we submitted this entry (April 9), the campaign has put prices on over 2,000 of YouTube’s most popular videos, with 4.5 million impressions.
Campaign Description
To show phone users how much they spend on data, we turned six-second pre-roll ads into price tags. So before a basketball highlight video, for example, we ran a basketball-themed ad with the real dollars-and-cents cost to stream the video. Same for makeup tutorials, game reviews, movie trailers, gadget-unboxing videos, music videos—well, every YouTube video became an ad for Xfinity Mobile.
To pull it off, we partnered with YouTube, who provided the file sizes for some of its most popular videos and the default resolution for videos on its mobile app. With that data in hand, we calculated the price of each video based on the cost per gigabyte with each of our competitors. And we showed these prices to our target audience right when they were about to waste money streaming a YouTube video on 4G.