XFINITY HOME HAD AN AWARENESS PROBLEM
Very few people knew that Xfinity offers a home-security system, let alone how its individual products work. It desperately needed to grow its awareness. The problem is that it had the budget only for a social media campaign—when established competitors like Google and Nest are spending much more on media.
A PRODUCT DEMO DISGUISED AS A SHAReABLE SCARY MOVIE
People don’t watch product demos, especially on social. One thing they do watch is scary movies, especially around Halloween. So instead of creating a traditional product demo, we disguised ours as a scary movie in conjunction with the brand’s October media buy.
Collaborating with acclaimed director Dante Ariola, we wrote, produced, and launched “The Neighborhood”—an original five-minute horror film—over a five-week period.
The film details the story of a mysterious mask that takes hold of those who wear it, which is being passed from neighbor to neighbor in an otherwise regular suburb. The Xfinity Home security footage plays an integral role in the film, helping two detectives – and the audience – piece the story together.
To drum up excitement and lean into the halloween spirit, we launched a teaser trailer for the film on Friday the 13th.
AND PEOPLE FREAKed out
Following the release of the film, we leveraged facebook’s analytics and retargeting to “haunt” people who viewed The Neighborhood with consideration and acquisition social ads over the next few weeks. These ads resulted in a 33% increase in interest in finding out more about Xfinity Home