TL;DR

Comcast Business launched a new creative platform, “Is It Possible,” but it wasn't creating the enterprise-level impact the brand needed.

So we turned a tagline Comcast Business had been building equity in for years into a bigger creative platform: Powering Possibilities.

The result: An impactful creative platform that drove lifts in awareness & consideration among SMB & Enterprise IT decision makers.

THE PROBLEM

Historically, small & medium-sized businesses (SMB) made up the majority of Comcast Business's revenue. To continue growing, the brand needed to expand its reach with Enterprise businesses (ENT) & the IT decision makers behind them.

But growth couldn't come at the expense of the brand's SMB core.

Comcast Business needed a platform that could make the brand relevant to businesses of every size.

From the business owner trying to keep the doors open through Friday to the IT leader executing a 10-year roadmap, Comcast Business needed to demonstrate how its technology could power whatever comes next.

THE STRATEGY

“POWERING POSSIBILITIES”

Comcast Business powers the businesses that power it all.

From Fortune 500 companies to local flower shops, the backbone of business is remarkably similar: technology that keeps everything moving.

So rather than position Comcast Business around the size of the business, we positioned it around what every business is trying to make possible.

Whether that's keeping the lights on, growing the business, moving faster, operating smarter or building what's next, Comcast Business powers the possibility.

THE CONNECTION

Every business starts with a possibility.

A possibility to grow. To move faster. To operate smarter. To dream bigger.

Powering Possibilities gave Comcast Business a way to show, rather than simply tell, how its technology helps businesses make those possibilities real.

That meant shifting the spotlight from Comcast Business itself to the businesses it powers, creating a flexible platform that could showcase connectivity, security & new product innovation across SMB & Enterprise.

We launched the platform through THE PLAYERS, using TV, audio & social, with bespoke content for LinkedIn & Reddit & endemic placements across The New York Times, The Wall Street Journal, Insider & CNBC.

The platform also gave the brand a way to extend existing creative into the new narrative, increasing the life & impact of work already in market.

THE IMPACT

• Lift in awareness & consideration among SMB IT decision makers

• Lift in awareness & consideration among ENT IT decision makers

• Above-platform benchmarks

Beyond the immediate campaign results, Powering Possibilities gave Comcast Business a scalable platform that could work across audiences, products & future campaigns.