Xfinity Creative Strategy Brief and Advertising Campaign
- 1. Katherine Burns, BridgetWalsh, Katie Huebner, Diana Chesnok
- 2. AGENDA • Client SituationAnalysis • Competitors • Key Consumer Insights • Primary Data • Target Market • Main Message • Video / Social • Slogan • Instagram Content • Print • PR / Event • Questions
- 3. CLIENT SITUATION ANALYSIS - Marketingcampaign - July – October - Leverages student deals - Students moving - Launched own app based equipment free - Xfinity Instant TV (XITV)
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- 5. Key Consumer Insights • Forevery 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
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- 7. How did you hearabout your current cable provider?
- 8. How many hours ofTV do you stream a week?
- 9. Who pays for yourcurrent internet services?
- 10. Target Market Primary: • OffCampus Students • Gen Z Secondary: • Parents of Gen Z
- 11. MAIN MESSAGE • Fastinternet with customizable streaming and live TV. • Emphasize the ease • Enhance Xfinity brand personality • Relatable to target market
- 12. Video / SocialMedia Main Message • Brand Personality • FOMO • Highlight Live aspect • Promoting shows relevant to the target market
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- 18. Staying Relevant withcurrent shows
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- 27. PRINT Main Message • Focuson features • Wifi • TV • Target the market that is moving • Distribute in DU magazine, around campus, in apartments • The concept
- 28. The vision forPrint
- 33. Comcast Event - Partnerwith Apartments - Host watch party - Live event - Bachelorette - Football games - Food - Print materials - Swag
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