In my Introduction to Advertising class, I was given the opportunity to create an Advertising campaign for Xfinity's product Xfinity Instant TV. My team and I had the opportunity to present this campaign to Xfinity.

1. Katherine Burns, Bridget Walsh, Katie Huebner, Diana Chesnok

2. AGENDA
• Client Situation Analysis
• Competitors
• Key Consumer Insights
• Primary Data
• Target Market
• Main Message
• Video / Social
• Slogan
• Instagram Content
• Print
• PR / Event
• Questions

3. CLIENT SITUATION
ANALYSIS
- Marketing campaign
- July – October
- Leverages student deals
- Students moving
- Launched own app based
equipment free
- Xfinity Instant TV (XITV)

4. COMPETITORS

5. Key Consumer
Insights
• For every 5 years a
consumer ages, it
becomes 6% harder to
switch them to a new
brand
• In a typical day the
average gen z watches
68 videos on 5 different
platforms
• Focus on WiFi
• Live TV

6. PRIMARY RESEARCH

7. How did you
hear about
your current
cable
provider?

8. How many
hours of TV
do you
stream a
week?

9. Who pays for
your current
internet
services?

10. Target Market
Primary:
• Off Campus Students
• Gen Z
Secondary:
• Parents of Gen Z

11. MAIN MESSAGE
• Fast internet with
customizable streaming and
live TV.
• Emphasize the ease
• Enhance Xfinity brand
personality
• Relatable to target market

12. Video / Social Media
Main Message
• Brand Personality
• FOMO
• Highlight Live aspect
• Promoting shows relevant
to the target market

14. VIDEO IDEA

16. INSTAGRAM

18. Staying Relevant with current shows

19. Social Media Content

20. Explain
Memes

27. PRINT
Main Message
• Focus on features
• Wifi
• TV
• Target the market that is
moving
• Distribute in DU magazine,
around campus, in
apartments
• The concept

28. The vision for Print

33. Comcast Event
- Partner with Apartments
- Host watch party
- Live event
- Bachelorette
- Football games
- Food
- Print materials
- Swag

35. THANK YOU. QUESTIONS?