XFINITYInternational Long Distance
Comcast was looking to launch Unlimited International Calling - a premium service that came bundled with Triple Play, which is subscribing to TV, Internet and Voice. With home land line voice services losing relevance, Comcast introduced this premium to reverse the trend of people subscribing to just TV and Internet.
Our challenge was to spread awareness amongst South Asians in the Bay Area about this new service, and to get them to upgrade to the Triple Play. No small task - why would they pay a premium to call home when they can do so for free using apps?
Central to the success of our campaign was to tap insights particular to South Asians living abroad. We understood that in South Asia, families live in multi-generational homes, where kids are raised to a large degree by their grandparents. Living in the US, these South Asians regularly call their parents back home, but neglect to call their grandparents.