TL;DR

Comcast Business wanted to expand its golf presence beyond the Comcast Business Top 10 Prize to include THE PLAYERS Championship, the sport's unofficial fifth major. They needed a creative platform that could make the partnership meaningful & build equity year over year.

The result: A golf-specific brand platform that established Comcast Business's role in golf & gave the brand a foundation to build on year after year.

THE PROBLEM

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

But ENT have complex technology needs & little tolerance for risk. Comcast Business needed to demonstrate that it could be trusted to power businesses at scale.

At the same time, the brand had no meaningful role in golf beyond sponsoring the annual Comcast Business Top 10 Prize.

We needed to turn a sponsorship into a reason for ENT IT decision makers to believe Comcast Business could power their business, too.

THE STRATEGY

“POWERING THE PLAYERS”

Comcast Business doesn't just power possibilities. It's now powering THE PLAYERS.

If Comcast Business could power the complex network behind one of golf's biggest events, it could demonstrate what its technology can do for complex businesses, too.

We wouldn't just advertise at THE PLAYERS. We'd show how Comcast Business helps power it.

THE CONNECTION

What if one impossible golf shot could show you everything Comcast Business powers at THE PLAYERS?

We followed a single golf ball on an impossible journey around the tournament, moving far beyond the course & through the technology ecosystem that makes THE PLAYERS possible.

As the shot traveled, we revealed the invisible infrastructure behind the event: every transaction, every data point, every connection, every moment.

The campaign gave us an entertaining way to announce the expanded partnership while demonstrating Comcast Business's role in powering a complex ENT in real time.

We took the idea far beyond traditional TV. We teased the work at the Arnold Palmer Invitational the week before THE PLAYERS, then brought it to life across bespoke social, broadcast segments, PGA.com, DraftKings, podcasts, GolfPass, Reddit, Uber rides to & from the event, tournament brochures & on-site signage.

We didn't just show up at THE PLAYERS. We turned it into Comcast Business's Super Bowl.

THE IMPACT

We established a repeatable golf platform that built equity for Comcast Business year over year, helped strengthen the brand's connection with ENT IT decision makers & led to the CMO awarding the agency additional work.

The platform also set the stage for an award-winning brand activation the following year.