ASK AT A GLANCE:
Comcast Business was expanding its golf presence from media and the Comcast Business Top 10 Prize to becoming an official sponsor of one of golf’s biggest stages: THE PLAYERS Championship, the sport’s unofficial fifth major.

Result: Successfully launched a golf-specific brand platform that Comcast Business can build on year over year, further aligning the brand with its key IT decision-maker audience.

CREATIVE BRIEF:
Business challenge.
Small & medium-sized businesses (SMB) make up the majority of Comcast Business’s revenue. To unlock its next phase of growth, the business needed to expand its footprint among Enterprise clients.

Marketing challenge.
Until now, Comcast Business had no meaningful role within the world of golf beyond sponsoring an annual prize that many winners didn’t know existed until they received the check. Outside of that, the brand primarily showed up through non-contextual advertising around select tournaments.
We had a presence in golf. We didn't yet have a reason to be there.
The PLAYERS changed that. As Comcast Business became an official sponsor of one of golf’s marquee events, we had an opportunity to turn a sponsorship into a meaningful demonstration of what the brand actually does.

Consumer Truth.
When the stakes are high, IT decision makers don't want to gamble on their technology.

Coming out of the pandemic, digital transformation became mission-critical for modern enterprises. As CTOs and IT leaders take on increasingly strategic roles, the pressure to enable business growth while minimizing risk has never been higher. So when it comes to their technology partners, proven performance matters.Creative Ask. Create creative platform that provides a role for Comcast Business & The Players/golf. Concepts need to anchored our tagline (Powering Possibilities) & strategic platform (Technology Built for Business Impact).

Creative Ask.
Create a platform that gives Comcast Business an authentic role within The PLAYERS and the world of golf, anchored in our brand platform, “Powering Possibilities,” & strategic territory, “Technology Built for Business Impact.”

STRATEGY:
Insight. Comcast Business isn't just powering possibilities. It's now powering The PLAYERS.

Strategy. The technology that makes The PLAYERS possible is easy to overlook. Behind every ticket sold, hotel room booked and piece of merchandise shipped is a connected system working in real time. Behind every swing, drive and putt analyzed is data being transmitted. Behind every moment fans experience in person, on their phones or around the world is a network keeping it all moving. Comcast Business isn't just advertising at The PLAYERS. Its technology is helping power it. So rather than talk about what Comcast Business could do for a business, we would use The PLAYERS to demonstrate what it already does at scale.

CREATIVE CONCEPT:
The Impossible Shot. What if one impossible golf shot could show you everything Comcast Business powers at The PLAYERS? We follow a single golf ball on an impossible journey around the tournament, moving far beyond the course and through the technology ecosystem that makes The PLAYERS possible. As the shot travels, we reveal the invisible infrastructure behind the event: Every transaction. Every data point. Every connection. Every moment. The ball becomes a storytelling device, taking fans on a journey through the connected technology Comcast Business helps power, from the operations behind the scenes to the experiences happening in real time around the course. What looks like one impossible shot is actually the result of countless connected possibilities working together.