Drive new customer acquisition following Comcast’s network upgrade to an all-digital platform and the rebranding of its services as Xfinity.
Xfinity’s target consumer, data-heavy broadband internet users, significantly over index as smart phone consumers.
AMP created Comcast’s first ever “digital-first” campaign that used the theme of “pixelation” to illustrate internet speed discrepancies.
A multi-channel digital strategy integrated QR codes and SMS calls-to-action across TV, direct mail, web and out-of-home to drive consumers to a mobile microsite for deeper content and a click-to-call call-to-action to encourage sign up.
Campaign was expanded and rolled out nationally as the result of client-measured success and an increase in new customer acquisition.