Comcast Corporation: Language Choice

XFINITY, a cable and internet provider, increased its Hispanic cable subscribers by introducing a campaign in the US that reflected how bilinguals live their lives and showcased the Language Choice option on its new X1 system.

Agency: GALLEGOS United

Product Description

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.

Objective of the Campaign

We needed to find a way to connect the Language Choice feature in an emotionally resonant and insightful way to...

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