20031

A. Acquisition and Upgrade Marketing
01. Campaign
Gold Winner

Comcast Local Heroes

Comcast

Submitted by: Jan Wachholz - MultiCultural Marketing - West Division - Comcast

Marketing Team: Tom Pierce - VP Marketing and Sales - Comcast Cable - WA Region; Jan Wachholz - MarCom Director - Comcast Cable - WA Region; Melissa Marsh - Marketing Manager - Comcast Cable - WA Region; Kevin Stromme - Marketing Specialist - Comcast Cable - WA Region

Creative Team: Patrick Quinn - Partner - Chicago Sports & Entertainment Partners; Scott Kirkpatrick - Partner - Chicago Sports & Entertainment Partners; Sara Stuard - VP of Account Services - D4 Creative Group; Dave Lesser - Creative Director - D4 Creative Group; Laura Gabor - Account Executive - D4 Creative Group

Marketing Summary

Situation Analysis

The Comcast Local Heroes program was created to celebrate the rich history of Washington State’s elite winter sports athletes and leverage the excitement and interest of Washington residents in the nearby 2010 Olympic Games. Washington residents purchased nearly 40% of all tickets to the games bought in the U.S. Comcast chose to align itself with those athletes who were most in need of support. Comcast added a cause-marketing component to the campaign by including two special Olympians in the advertising campaign. Proceeds from the sale of commemorative Olympic pins were split between the elite Olympic athletes and Special Olympics Washington.

Strategy

To leverage the proximity of the 2010 Winter Games and to create an emotional bond between Olympic hopeful athletes, Washington residents and Comcast by generating awareness of athletes to drive business objectives. • Exclusively contract/sponsor a collection of Washington athletes • Feature athletes and hometowns in integrated marketing campaign • Utilize athlete appearances to strengthen association with Comcast • Create original content for On Demand, web and viral marketing efforts • Create sweepstakes as incentives to new/upgrade customer • Establish a philanthropic partnership with Special Olympics Washington • Develop and sell commemorative pin benefiting local athletes and Special Olympics Washington

Tactics

We created a series of integrated tactics utilizing the athletes’ images and the Comcast Local Heroes logo across all media incorporating key Comcast messages and offers. • Television advertising (:30 and :60 spots) • Billboard • Print • Direct Mail (Self-mailers, letterpacks, postcards) • Out-of-home – transit boards and train wraps • Door hangers • PR Events and Interviews • Employee Events • Web site • Pin and pin card • Statement Inserts, Envelopes • Sales collateral • Radio spots • Online banner ads • Video On Demand exclusive programming • Social media (Facebook & Twitter updates) • Call Center Greetings

Results

In a challenging economic climate we experienced incredible results on video churn and HSI connect performance which led to better growth than trends leading into the quarter indicated. Video: Beat growth projections by 4880; reduced average churn by 0.2% pts per month HSI: Beat growth projections by 13,901 or by 167%; connects better by 17K Digital: Increased subscribers QOQ by 95%; reduced churn YOY by .36% CDV: Reduced churn YOY by .56% By all accounts, the Comcast Local Heroes campaign won over a skeptical news media, with positive stories in print and broadcast media throughout Western Washington. See following link: http://www.seattlepi.com/thiel/412075_thiel11.html