Launching a new kind of network

Background: Comcast NBC Universal (a $198 billion conglomerate) wanted to launch a 4G LTE network with millions of WiFi hotspots seamlessly connected to save people money on data.

Launch: Alongside my creative partner Felipe Lima, I oversaw all of the launch advertising for Xfinity Mobile. This included developing the brand tone and identity, personally writing the campaign launch manifesto and TV work and then CD’ing the 20+ creatives rolling out the rest of the campaign over the next three years while providing guidance to our many partner agencies.

Symbol: As part of the launch, we created the 'Opin' – the first symbol ever to represent the combination of 4G LTE + WiFi. This symbol became the core of Xfinity Mobile’s brand identity. Since launch, the 'Opin' has been displayed on thousands of OOH placements, commercials, OLV, store signage, packaging – it's also the startup screen animation on customers' phones. 

Results: In its first year alone, Xfinity Mobile attracted over 380,000 new customers. Many industry commentators, including the Washington Post, attributed Xfinity Mobile with helping to send the stock price of Comcast Corp surging – they saw record fourth-quarter earnings that year.

Five years later, Xfinity Mobile has grown to over 4.6 million (happy) customers.

From 0 customers to 4.6 million in just five years.

Record earnings
for Comcast NBC Universal.