xfinity mobile: iphone x launch

Challenge: Knowing that many consumers change carriers with the release of new phones, the launch of the iPhone X was a big opportunity for Xfinity Mobile to attract new customers. Given that the iPhone X marked the largest technology update to an iPhone in years – and that Apple is extremely tight lipped with details, even with partner carriers – we had to be extremely nimble.

Insight and Idea: Consumers were eager to see how the new iPhone X features would change how they use their phones. To build awareness and excitement during the pre-launch phase, we developed a suite of work that didn’t rely on the size, shape or technology of the new iPhone by leaning into a universal insight: a new phone means a new case. For the launch work, we highlighted the excitement that comes with any upgrade and how the new technologies that the iPhone X enabled would work best on Xfinity Mobile’s new kind of network. Media included TV, OLV, OLA, print, digital and social.

Results: The work tested higher than competitive spots from AT&T, Verizon, Sprint, T-Mobile, and even Apple. More importantly, Xfinity Mobile sold out of their inventory in the first week, and in the long run the campaign helped drive tens of thousands of new subscribers for Xfinity Mobile.