20022

G. Multicultural Marketing
01. Campaign
Silver Winner

Comcast Carefree Minutes® Worldwide 300

Comcast


Submitted by: Natalie Rouse - Director, National Ethnic Marketing - Comcast

Marketing Team: Natalie Rouse - Director, National Ethnic Marketing - Comcast Comcast

Creative Team: Pawan Mehra - Managing Partner - Ameredia

Marketing Summary

Situation Analysis

In April 2009, Comcast launched Carefree Minutes® Worldwide 300, a new international voice calling plan. The plan offered 300 minutes per month to 100 countries for $14.95. From April 2009 – July 2009, Comcast developed and executed a culturally relevant multi-media campaign targeted at 13 different ethnic groups in major markets within the USA. The objectives of the campaign included establishing Comcast’s reputation as a viable competitor through competitive pricing and un-restricted calling times as well as increasing market penetration and product awareness of Comcast’s Digital Voice product offerings.

Strategy

Comcast developed culturally sound marketing campaigns designed to appeal to specific ethnic groups and targeted those groups using local and national ethnic media. Creative materials utilized an “International Postage Stamp” theme which visually communicated the concept of connecting with friends and family living around the world. An on-line strategy was specifically employed to address the tendency for ethnic communities to over index in online usage. By utilizing a URL on all creative materials, online customers were guided to a website for additional information. A translation service was engaged to allow rep’s to communicate with customers in up to 120 languages.

Tactics

Comcast developed and executed a fully integrated multi-media marketing campaign with culturally relevant imagery and messaging across all media. A total of 13 ethnicities were targeted for this campaign using the “International Postage Stamp” theme. Tactics included Direct Mail created in 9 languages, color print ads, in-language Radio, Online web banners, Grassroots – Theatre Slides in movie theatres, DCT and Billing messages, employee training, collateral materials and active public relations engagement including press releases created and distributed throughout the ethnic media.

Results

The campaign results exceed forecasted goals by over 40% within the first 90 days of launch. Subscriber Acquisition Costs were well below industry standard at $12.42 per sub. Awareness of Comcast Digital Voice products within ethnic communities has continued to grow through viral means well after the completion of the campaign.