Challenge - Comcast faced aggressive sales goals within a limited territory. Past offer-driven promotions had “skimmed the cream” and converted prospects looking for the best offer. With no new service areas to expand the target audience, message and response fatigue were occurring.

Solution - The 12-week campaign included direct mail, e-mail, newspaper advertising, door hangers, shared mail advertising and bill inserts – with a humorous approach to engage prospects.

Outcome - Segmenting Comcast’s audience in new ways combined with highlighting the lifestyle benefits of high-speed Internet led to results that greatly exceeded projections. Response rates spiked at more than 2 percent for select efforts, and overall, the campaign achieved an unprecedented 72 percent close rate.