Charm factor overcomes
trust issuesPersonifying competitor weakness
Comcast / High-Speed Internet
Challenge
AT&T U-verse dominated because it used existing phone systems…easy. But phone wires are fragile and slow. Comcast's cable had massively more bandwidth, but nobody liked or trusted Comcast.
Big Idea
We made U-verse a character: a tired, complaining ball of wires played by Alan Arkin. Every time the family tried to use their internet, U-verse whined and failed. Made the infrastructure problem charming and impossible to ignore.
Results
Helped Comcast become highly competitive with AT&T
Double-digit growth that year
One Show and Andy Awards