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Data in Dollars

Challenge: The U.S. has some of the most expensive cellular data plans in the world. Xfinity Mobile however, is a new network designed to save people money. 

Idea: To show how overpriced other data plans are, we turned pre-roll ads into “price tags” that calculate how much people are spending on data to watch their upcoming YouTube video.

Innovation: By working with YouTube's Data and Insights team, we were able to adjust the cost of cellular data in each film to match the length of the video the person is about to stream. The prices reflected the data costs with the viewer's specific carrier. Targeting was also a huge part of the campaign – we only showed the ads to people using 4G LTE data (not WiFi) and only if they have their phone connected with a competitor's network. 

 

Webby Awards Winner
YouTube Awards Grand Prix
2X Silver Cannes Lions.
1X Bronze Cannes Lion.
2X Cannes Shortlists.

In our first year as a brand.