Xfinity University
Integrated Campaigns
Contribution: Concepts, creative direction, copywriting
Every fall, college students across the country move into off-campus housing. My agency’s job was to convince them to sign up for Xfinity TV and internet service. We ended up increasing connections year-over-year for six years running, and won a pile of acquisition marketing awards in the process.
We developed 360 campaigns that included print, video, out-of-home, digital, social, radio, sweepstakes, experiential and much more. The following is just a small sample of the work we generated.
Lifehack campaign
College students are endlessly resourceful. They want what they want, when they want it. If there isn’t an easy solution, they’ll figure out a workaround.
For this campaign, we embraced this spirit of ingenuity and showed students life-hacking their way to get access to content. Within each shot, we featured a streaming device as hero, put it in a college context, and drove home the larger point: Xfinity makes college more entertaining.
“Experience more” campaign
Many college students are experiencing independence for the first time. During this transitional stage, they’re busy building connections and gathering experiences that can help them identify future paths. For this lifestyle campaign, we kept the spotlight on Xfinity products, but struck an aspirational tone that resonated with students who are embracing growth and change.
