For a class project, we had to create a campaign to drive awareness of Xfinity’s new product: Xfinity Flex. The goals of our campaign were:
• Re-brand how consumers feel about Xfinity
•Differentiate internet and content streaming solutions like Xfinity’s services in a field of 200+ OTT competitors
• Promote Xflex to current and new Xfinity customers
Xfinity Flex is a streaming device that features many apps and a multichannel video distributor. We determined that our primary target audience would be tech-loving younger families. From this, we implemented marketing research and found that 85% of consumers go online before they shop. To best advertise Xfinity Flex, we had to have a solid online presence: advertising through banner ads, SEO, and social media.
Our creative strategy was derived from the idea that our tech-savvy young consumers are comfortable with technology and prefer to be online. Due to this trust in technology, we came up with the idea that Xfinity Flex can be the host in your household. Whether it be for movies, tv shows, live TV, or music, consumers no longer needed to worry about hosting but instead let Xfinity Flex do it for them.
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*I do not own the rights to this song. The use was solely for educational purposes and not for commercial profits.