ASK AT A GLANCE:
The holidays are Xfinity’s biggest opportunity to build brand love & emotion. How could we close out the launch year of our next-generation 10G network with a holiday story only Xfinity could tell?

Result: Successfully met or exceeded media & brand-lift benchmarks across key audience segments.

CREATIVE BRIEF:
Business challenge.
Q4 is a critical switching season for Xfinity. But the brand was facing increasing pressure from legacy wireless providers like Verizon, AT&T & T-Mobile, whose investments in innovative home internet offerings were giving consumers more reasons to switch. We needed to give people a reason to choose Xfinity beyond price, speed or promotion.

Marketing challenge.
The holidays are one of the most cluttered moments in culture, filled with predictable red-&-green creative, sentimental tropes & the same familiar holiday imagery. Xfinity needed to stand out without simply adding another version of Christmas to the pile. We needed to capture what makes the holidays emotional without relying on what makes them look like the holidays.

Consumer Truth.
The holidays rarely live up to the picture we have in our heads.
We put enormous pressure on ourselves to make the season magical for the people we love. But busy schedules, distance & limited budgets can get in the way, leaving us feeling like the holiday we imagined isn't the one we're actually experiencing. Yet sometimes, what makes the holidays meaningful isn't creating something new. It's finding a way to reconnect with something we thought we'd lost.

Creative Ask.
Build brand love through an emotional holiday story that demonstrates the unique power of Xfinity: bringing people together through the connections that matter most.

STRATEGY:
Insight. Sometimes connectivity can make the difference between remembering a moment & making it happen.

Strategy. Xfinity's next-generation 10G network isn't just about faster internet. It's about what that connectivity makes possible. So rather than talk about the technology itself, we'd use it to unlock a deeply human holiday moment that otherwise couldn't happen. When technology gets out of the way, connection becomes the story.

CREATIVE CONCEPT:
The Aviators. Some memories are too important to leave in the past. For one granddaughter, the holidays become an opportunity to bring her grandfather & his former Air Force squadron back together. Years after serving together, the group of veterans can no longer physically reunite as they once did. But with a little creativity, some unexpected technology & the power of Xfinity's network, she finds a way to bring them together & recreate the experience they thought they'd never share again. What begins as a simple holiday surprise becomes something much bigger: A squadron reunited. A memory relived. & a new moment made possible. Because sometimes technology isn't just the best way to reconnect with the past. It's the only way to bring it back to life.

AWARDS:
Webby