Rebranding America's Most Hated Company
Comcast
Challenge
Comcast was one of the most disliked brands in America — a utility people tolerated, not loved. But they needed to retain customers and drive new subscriptions while promoting offers. Hard to sell excitement when your audience is already annoyed at you.
Big Idea
Stop acting like a utility. Start acting like an entertainment company. "It's Comcastic" repositioned Comcast from a service people endured to a brand people actually enjoyed — and we backed it up by making the ads as entertaining as the programming they were selling.
Results
Brand sentiment jumped 45%
Subscription growth of 20% year-over-year, exceeding category benchmarks
Awarded by One Show, Andy, D&AD, and Effie