ASK AT A GLANCE:
Can we turn the launch of a new workstream targeting mobile-only internet users into a culturally relevant moment?

Result: A culturally relevant way to turn a rational product limitation into an emotional, entertaining & highly shareable experience. With a highly condensed planning-to-market timeline, the campaign generated 30M+ impressions & nearly 62K views.

CREATIVE BRIEF:
Business challenge.
Xfinity was losing ground in the home internet category as more lower-income consumers began adopting a mobile-only internet lifestyle to reduce monthly expenses. For consumers willing to live without home internet, the trade-off may feel manageable. But as this behavior grows, it threatens one of Xfinity’s core businesses.

Marketing challenge.
Traditional TV & audio advertising could communicate the limitations of going without home internet, but they weren't enough to turn the issue into something people would talk about, share or experience for themselves.
We needed to make the downside of mobile-only internet impossible to ignore.

Consumer Truth.
When money is tight, something has to give.
Mobile-only users know their internet situation isn't ideal. But they’ve convinced themselves it’s good enough for most of what they need. In their minds, they’ve found a clever way to hack the system: cut the bill, keep the connection & live with the compromises.

Creative Ask.
Create a talk-worthy cultural moment that makes the frustrations of living without home internet impossible to ignore.

STRAGETY:
Insight. Living without home internet can turn from a money-saving hack into a horror story real fast.

Strategy. When you rely on your phone for every connected activity at home, even the most mundane moments can become frustrating. & October gives us the perfect cultural context to dramatize that frustration. Rather than telling mobile-only users how bad life without home internet can be, we'd let them tell us themselves. We'd turn their real frustrations into something entertaining, amplify them through the language of Halloween & give people a way to experience the horror for themselves.

CREATIVE CONCEPT:
Halloween Screams. 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 SoundCloud playlist designed to bring a little horror home for Halloween.