ASK AT A GLANCE:
How can Xfinity get ahead of the growing mobile-only internet movement?

Result: Built a platform & strategic playbook designed to proactively convert a growing, underserved consumer segment before mobile-only internet could become the new normal.

CREATIVE BRIEF:
Business challenge.
Xfinity was losing ground in the home internet category as more lower-income consumers began adopting a mobile-only approach to connectivity. For now, it’s a niche behavior. But if mobile-only internet becomes normalized, it could pose a meaningful threat to Xfinity’s core home internet business.

Marketing challenge.
There was one big problem: we knew very little about these consumers. No one had meaningfully marketed to the segment before, & its relatively small size made traditional qualitative research difficult. We needed to understand not just why people were choosing mobile-only internet, but why they believed they could live without home internet in the first place.

Consumer Truth.
When money is tight, something has to give.
Mobile-only users understand their connection isn’t ideal for everything. But they’ve convinced themselves it’s good enough for most things. It feels like a smart hack: cut the monthly bill, keep your phone connected & live with a few compromises. If it’s not that bad, why pay for more?

Creative Ask.
Expose the absurdity & limitations of a mobile-only internet lifestyle without alienating the people living it.

STRAGETY:
Insight. People stick with mobile-only internet because it’s not that bad.

Strategy.Don't attack the choice. Expose the compromise. Rather than telling mobile-only users they’re living wrong, we’d meet them where they are & dramatize the increasingly ridiculous lengths they have to go to make “good enough” work. By turning the everyday limitations of mobile-only internet into humor, we could make consumers recognize a simple truth: Getting by isn’t the same as living well.

CREATIVE CONCEPT:
Not That Bad. Sure, you can live without home internet. It’s just... not that bad. Not That Bad takes an exaggerated, comedic look at the everyday compromises of going mobile-only, turning familiar frustrations into absurd situations that make the limitations impossible to ignore. The platform lets Xfinity continuously dramatize the lengths people will go to justify a mobile-only lifestyle, while naturally introducing the moments when “good enough” starts becoming a little ridiculous. From entertainment & gaming to working, learning & simply keeping up with everyday life, Not That Bad turns the invisible cost of going without home internet into something people can see, laugh at & recognize. Because when your entire life is connected, “not that bad” starts looking pretty bad.