Xfinity mobile launch

Challenge: Xfinity wanted to strengthen its position as an internet provider and reduce churn by launching a new mobile network designed to save people money by combining the power of LTE with millions of Xfinity WiFi hotspots. We had to build a brand from the ground up, launch within a larger master brand, and find success in one of the most competitive categories.

Insight and Idea: Consumers felt constrained by overpriced data plans and difficult to understand contracts. We created a new symbol to represent the combination of LTE + WiFi and crafted a GTM campaign centered on the new kind of network that Xfinity Mobile offered – one of freedom, flexibility and connection. We launched the brand with an anthem and followed with a suite of customer acquisition focused tactics. Media included TV, OLV, OLA, OOH, print, digital, social and retail.

Results: In the first year after launch, Xfinity Mobile became the 5th largest mobile carrier in the US, behind the Big 4: Verizon, AT&T, T-Mobile and Sprint. Many industry commentators, including the Washington Post, attributed Xfinity Mobile with helping increase the stock price of parent company Comcast Corp, with record fourth-quarter earnings and 5% annual revenue growth.