Comcast Cable — Print

For
Comcast Cable
Description

BACKGROUND
Comcast Corporation is the largest provider of Digital Cable, High-Speed Internet and Digital Telephone.

CHALLENGE
Reach 2.5 million existing Comcast customers and 1.2 million non-subscribers with an ownable affinity message through a multi-media campaign that enables New Jersey residents to foster an emotional connection between Comcast and their Television, Internet and Digital Phone services.

SOLUTION
If you live in New Jersey, you drive. So, I developed "License To Save," a strategy driven by the familiar New Jersey license plate and framed with the well-known tagline. Products were referenced vanity-plate style, and key direct mailers were the actual size of license plates, complete with rounded corners for maximum impact. The campaign became enormously successful, and not for New Jersey. After other Comcast regions recognized the campaign, Florida, Alabama, Kansas, Georgia and Texas requested their own license plates.

Type
Telecommunications