Comcast
High-Speed Internet
High-Speed Internet
The Ask | Very simple. We needed to increase awareness and subscriptions for Comcast's High-Speed Internet. Our client mentioned that High Speed Internet is like a "whole new language".
The Solution | The moment we heard the phrase "a whole new language" we thought about that great classroom scene in the movie Stripes, where Russell Zisky was teaching Basic English to all the foreigners. Well, we took that as inspiration and created a high-speed internet class. Random students all would be taught the benefits of high speed by their Willy Wonka-ish teacher, Mr. Webb. From there, we developed roughly 10 spots, each touching on a specific product benefit. With the same cast of characters, this became sort of a sitcom series consisting of :30 second episodes. This initiative was supported through print and online. Trust me, these students learned a lot more than just "son of bitch.....shit."
The Outcome | With this campaign, Comcast shattered prior sales projections for Qs 3 and 4 while setting a brand new industry standard across the category for new subscriptions. That's all well and good, but the outcome I enjoyed most was having drinks with our already fabulous clients and hearing them talk about how pleased they were with our efforts. That's what it's all about.
The Solution | The moment we heard the phrase "a whole new language" we thought about that great classroom scene in the movie Stripes, where Russell Zisky was teaching Basic English to all the foreigners. Well, we took that as inspiration and created a high-speed internet class. Random students all would be taught the benefits of high speed by their Willy Wonka-ish teacher, Mr. Webb. From there, we developed roughly 10 spots, each touching on a specific product benefit. With the same cast of characters, this became sort of a sitcom series consisting of :30 second episodes. This initiative was supported through print and online. Trust me, these students learned a lot more than just "son of bitch.....shit."
The Outcome | With this campaign, Comcast shattered prior sales projections for Qs 3 and 4 while setting a brand new industry standard across the category for new subscriptions. That's all well and good, but the outcome I enjoyed most was having drinks with our already fabulous clients and hearing them talk about how pleased they were with our efforts. That's what it's all about.
