TL;DR

How do you turn Not That Bad from an ad campaign into a cultural conversation?

We paired the frustrations of living mobile-only with the scariest time of year, Halloween, turning real consumer complaints into a one-of-a-kind Halloween playlist.

The result: Despite a highly condensed planning-to-market timeline, the activation generated 30M+ impressions & nearly 62K video view.

THE PROBLEM

Xfinity was losing home internet ground among lower-income consumers.

Some were choosing to live a mobile-only internet lifestyle, using their phone's hotspot as their primary source of home internet.

Xfinity had developed Not That Bad to highlight the compromises of that lifestyle. But advertising alone wasn't enough to create a cultural conversation.

We needed a low-cost way to make the shortcomings of mobile-only internet impossible to ignore.

THE STRATEGY

“LIVING MOBILE ONLY IS A HORROR”

Living without home internet can go from a money-saving hack to a horror story real fast.

When you rely on your phone for every connected activity at home, even the most mundane moments can become frustrating.

Halloween gave us the perfect cultural context to dramatize that frustration.

Rather than tell mobile-only users how bad the experience can be, we let the people living it tell the story for us.

THE CONNECTION

What if the people living without home internet could finally scream about it?

We visited competitor mobile stores & invited frustrated mobile-only customers to share their biggest screams: the moments that made them wish they had home internet.

Then we turned those real frustrations into Halloween entertainment, layering their screams with creepy audio effects & transforming them into a Halloween playlist.

With a limited budget & highly condensed timeline, we had to get crafty.

We kicked things off with a social post from Becky G, then extended the idea across social, SoundCloud audio ads & YouTube, while tapping Xfinity's influencer network for organic support.

We took a real consumer tension, gave it a cultural context & turned it into something people could actually listen to.

THE IMPACT

• 27.6M+ organic impressions

• 62K organic video views

• +548% above benchmark CTR

• +31% increase in engagement rate

• -17% decrease in CPE

With a highly condensed planning-to-market timeline, Halloween Screams turned a functional product message into an entertaining cultural activation, generating more than 30M impressions & nearly 62K views while driving playlist streams & organic social conversation.