Cablefax The Magazine - September 2014 - 40

T:11.5 "
DIVERSE EXCELLENCE
P
CABLE DISTRIBUTORS
CASE STUDIES /
CAMPAIGNS
ON A MISSION - COMCAST
As people clamor for faster and more
reliable Wi-Fi to support multiplatform
within the home, especially in larger
Hispanic households with more devices,
Grupo Gallegos helped Comcast Xfi nity
launch its Internet XB3 Wireless Gateway,
tripling in-home Wi-Fi speeds. This
campaign expertly showcased Internet
superiority while setting Comcast apart
from competitors..
SECOND PLACE
BLACK HISTORY MONTH CAMPAIGN
- AARP
THIRD PLACE
INTERNET ESSENTIALS - COMCAST
COMCAST CELEBRATES BLACK
HISTORY MONTH - COMCAST
DIGITAL
XFINITY LGBT - COMCAST
In celebration of LGBT Pride Month,
Comcast Xfi nity leveraged its partnership
with Grupos Gallegos to launch a
dedicated micro-site where subscribers
could easily access LGBT relevant
programming. In support of this effort,
targeted banner ads led LGBT subscribers
to this dedicated site.
DIRECT MAIL
FALL 2013 TWC NEXOS LATINOS
MAGAZINE - ECLIPSE MARKETING
AND TIME WARNER CABLE
This campaign sought to persuade exlease
join us in saluting the results of NAMIC's annual Excellence
in Multicultural Marketing Awards, which recognize marketing
efforts targeting one or more cultural segments that include
African-American, Asian, Hispanic and others. Entries are divided
between distributors and programmers/industry suppliers. Cable
industry giant Comcast dominated the operator side while HBO, BET
and Univision were among programmers that made waves this year.
As always, judges consider each entry on its own merits, so some
categories have yielded multiple winners. Congrats to all!
isting customers to upgrade to higher
levels of service, using an entertainment-style,
bilingual magazine replete
with content that spoke to Latino
passions-music, sports, food, movies,
entertainment, technology, etc.
SECOND PLACE
BRING MORE BRAZIL HOME WITH
XFINITY! - COMCAST
THIRD PLACE
XFINITY - COMCAST
GRASSROOTS
INTERNET ESSENTIALS - COMCAST
Comcast translated consumer-facing
student and family marketing materials
into an additional 13 languages,
helping the MSO to reach families
whose in-home language may not
be English.
SECOND PLACE
BRING MORE BRAZIL HOME WITH
XFINITY- COMCAST
THIRD PLACE
BALIKBAYAN/REPATRIATE BOX
PROMOTION - COMCAST
PRINT
XFINITY - UNWRAP THE MAGIC
PRINT - COMCAST
This campaign sought to acquire
new subscribers, win back previous
subscribers, build brand affi nity and
improve brand consideration among
African-Americans, 25-54, demonstrating
how Xfi nity can transform the
entertainment experience to unwrap
instant " holiday magic. "
40
cablefaxmag.com
September 2014
The Voice available at xfinity.com/tv.
Dr. Seuss' How The Grinch Stole Christmas available with XFINITY On Demand.
Unwrap the cheer.
Deliver the joy of entertainment to all, with XFINITY®
Your family room will never be the same. XFINITY gives you more ways to get more entertainment with
XFINITY TV. Enjoy the best selection of current TV shows and hit movies anytime, on any screen,
with XFINITY On Demand™. And with the XFINITY™ TV Go app, you can watch your favorites
anytime, anywhere. TV is right in your hands. Plus, enjoy the fastest in-home Wi-Fi for
all rooms, all devices, all the time with XFINITY Internet. This holiday, make your
old devices feel new and new devices even better with XFINITY.
XFINITY TRIPLE PLAY
$79
a month for 12 months
99
HBO®
+
Streampix®
INCLUDED for 3 months
$300 Visa®
Prepaid Card when
you order online
Why wait for the holiday? Visit comcast.com/get300 today.
Offer ends XX/XX/XX, and is limited to new residential customers. All orders must be placed online at www.comcast.com/get300. Not available in all areas. Requires subscription to XF Triple Play with XFINITY Digital Starter TV, XFINITY Internet Performance and XFINITY Voice Unlimited® services. Minimum
2-year term agreement required. Early termination fee applies. After 2 years, or if any service is cancelled or downgraded, regular charges apply. Comcast's current monthly service charge for Starter XF Triple Play is $XXX.XX. After 3 months, regular rates apply for XFINITY Streampix®. Comcast's current
monthly service charge for XFINITY Streampix is $XX.XX. After 3 months, regular charges apply to HBO®. Comcast's current monthly charge for HBO is $XX.XX. TV and Internet service limited to a single outlet. Equipment, installation, taxes and fees, including Broadcast TV Fee (currently up to $1.50/mo.)
and similar program recovery fees, and the Regulatory Recovery Fee and other applicable charges (e.g., per call or international), extra. May not be combined with other offers. TV: Limited basic service subscription required to receive other levels of service. On DemandTM selections subject to charge
indicated at time of purchase. Not all programming available in all areas. Internet: Wi-Fi claim based on August 2012 study of comparable in-home wireless routers by Allion Test Labs, Inc. Actual speeds vary and are not guaranteed. Used under license from PCMAG.com Fastest ISPs 2011. Voice:
$29.95 activation fee applies. Service (including 911/emergency services) may not function after an extended power outage. Money-Back Guarantee applies to one month recurring service and standard installation charges. Cards issued by Citibank, N. A. pursuant to a license from Visa® U.S.A. Inc. and
managed by Citi Prepaid Services. Cards will not have cash access and can be used everywhere Visa debit cards are accepted. Visit comcast.com/get300 for details. © 2013 Comcast. All rights reserved. NBCU celebrity endorsement not implied. NBC, a division of NBC Universal. NBC Universal Media
LLC. All rights reserved. Dr. Seuss' How The Grinch Stole Christmas ©2001 Universal City Studios Productions. All Rights Reserved. Celebrity endorsement not implied.
CLIENT
JOB NUMBER
BILL TO NUMBER
GRAPHIC ARTIST
DATE
REVISION
PAGE
PUB
RADIO
BLEED
TRIM
LIVE
SCALE
PRINTOUT
INNERWORKINGS
None
11.5 " x 21 "
10.5 " x 20 "
100%
None
COMCAST
CMCCO13049
None
Sean Devlin
11-7-2013 11:14 AM
2
1
FILE NAME: CMCCO13049_m03v02_TP_NED_FP_Unwrap.indd
DESCRIPTION: TRIPLE PLAY, WEST, UNWRAP
COLORS: CMYK
NOTES: N
FONTS: Helvetica Neue (75 Bold, 45 Light, 55 Roman, 77 Bold Condensed),
Gotham (Bold, Book, Medium), Helvetica Neue LT Std (47 Light Condensed, 77 Bold
Condensed)
IMAGES: COSD199_X1_Pizzabox_bkgnd.tif (CMYK; 230 ppi; 130%), 101405_Comcast_LivingRoom_ALT.tif
(CMYK; 487 ppi, 480 ppi; 49.25%, 50%), XFINITY_tag_v_
cmyk_pos.eps (133.31%), Comcast_M_4C_COLOR_BLK.eps (12.16%), COM255_
Jan2011_TP_So_X_PA_WIP_Community_Arrow.eps (Gray; 351 ppi, 378 ppi; 85.39%,
79.43%), Fastest ISPs Yearless.psd (CMYK; 4005 ppi; 7.49%), Comcast_FakeLine.
eps (117.87%, 61.55%)
APPROVAL
PROOFREADER
STUDIO DIRECTOR
TRAFFIC
PRODUCTION
ART DIRECTOR
COPYWRITER
CREATIVE DIR.
ACCOUNT MGR.
MANAGING DIR.
XFINITY - UNWRAP THE MAGIC
RADIO - COMCAST
Like its similar print campaign, Comcast
used radio to drive home its holiday
message to African-Americans, 25-54.
SOCIAL MEDIA
XFINITY CELEBRATEBLACKTV
SCANDAL PARTY - COMCAST
Comcast sponsored the Blogalicious
Conference in Atlanta, GA, bringing
together 300-plus predominately
African-American bloggers for a viewing
party for the Oct 3 season premiere
of ABC's " Scandal. " The event leveraged
CelebrateBlackTV.com as part of
the excitement.
SECOND PLACE
XFINITY LATINO FACEBOOK -
COMCAST
THIRD PLACE
TOYOTA HISPANIC INFLUENCER
CAMPAIGN - THE DREAM TEAM
AGENCY
TELEVISION
BECAUSE I CAN - COMCAST
Comcast had yet to specifi cally target
bicultural Hispanics, so Grupos Gallegos
designed a smart campaign that helped
generate calls and new customer acquisitions
for Xfi nity products and services.
Cablefax: The Magazine
BURRELL MECHANICAL
233 N. MICHIGAN AVE. SUITE 2900, CHICAGO, IL 60601, P:312.297.9600
T:21 "
http://www.xfinity.com/tv http://www.comcast.com/get300 http://www.comcast.com/get300 http://www.comcast.com/get300 http://www.PCMAG.com http://www.CelebrateBlackTV.com http://www.cablefaxmag.com

Cablefax The Magazine - September 2014

Table of Contents for the Digital Edition of Cablefax The Magazine - September 2014

Contents
Cablefax The Magazine - September 2014 - Cover1
Cablefax The Magazine - September 2014 - Cover2
Cablefax The Magazine - September 2014 - Contents
Cablefax The Magazine - September 2014 - 4
Cablefax The Magazine - September 2014 - 5
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Cablefax The Magazine - September 2014 - 12
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Cablefax The Magazine - September 2014 - 40
Cablefax The Magazine - September 2014 - 41
Cablefax The Magazine - September 2014 - 42
Cablefax The Magazine - September 2014 - Cover3
Cablefax The Magazine - September 2014 - Cover4
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