COMCAST XFINITY

INTEGRATED STRATEGIST

SUPERSONIC WIFI

Description: Xfinity was improving its services to have the fastest wifi in the market for up to 100 devices, named as Unbeatable Internet. General Market launched a campaign that brought this story to life with the phrase "supersonic wifi." Our job as a multicultural agency was to adapt that messaging into a spot that would speak and appeal to Bicultural Hispanics.

Role: This I was supporting the Head of Planning and our Comms Strategy Director on this project, and my role was to really dig into what makes "unbeatable" means to Hispanics. The GM strategy was that this internet will make you unbeatable - but Bicultural Hispanics are ALREADY unbeatable. After using social listening, research partners and looking into culture, I helped form the idea that this is unbeatable internet that will support the unbeatable you. 

Next, we leveraged our unbeatable spokes, Becky G, and did a deep dive into what makes her unbeatable. We wanted to tell the story of her as a global musician, actress, business owner, and a woman very close to her family and friends. We paired that with a topic that I found Hispanics to heavily over-index in via GWI: video games. 

I helped write the brief and guide creative along the way. We filmed an English and a Spanish spot, so that depending on which channel it ran on, it was in the language that was most comfortable for the viewers – meeting the audience where they are.