Xfinity University
Integrated Campaigns
Contribution: Concepts, creative direction, copywriting
Every fall, college students across the country move into off-campus housing. My job: convince them to sign up for Xfinity TV and Internet. I led a national, multi-channel creative platform for the world’s largest media company for six years straight, and filled a shelf with acquisition marketing awards along the way. Here are two of those campaigns.
Life hack 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. This kind of behavior makes “connectivity” companies nervous—but rather than fighting it, we embraced it.
The 360 platform—which included TV, print, digital, experiential, radio and OOH pieces—increased signups by 30% YoY.
“Experience more” campaign
In this lifestyle campaign, we connected the freedom and growth of college years with the Xfinity brand promise: “more.” The 360 campaign increased subscribers by 10% YoY.
