DMA: Data and Marketing Association
Consumer Help

Language Choice

Agency: GALLEGOS United    •    Client: Comcast Corporation    •    Category: Best Customer Acquisition Campaign    •    Award: Bronze Award

XFINITY, a leading cable and Internet provider developed a new entertainment system, XFINITY X1, to better compete with new entrants (Netflix, Hulu) and stem churn. X1 included a feature called Language Choice, which permits seamless switching between English and Spanish across all content. We targeted bilingual Hispanics, who switch with ease between both languages. Our objectives were to add Hispanic cable subscribers and increase awareness and purchase consideration of X1.

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