| Comcast needed to increase high-speed Internet subscriptions within a limited territory. The multi-media campaign combined advanced audience segmenting techniques with benefit-driven messaging, and used humorous creative to engage prospects and overcome response fatigue. More than 10,000 qualified leads were generated, of which 7,300 converted into sales over a 12-week period. Response rates spiked at more than 2 percent for select efforts, and overall, the campaign achieved an unprecedented 73 percent close rate. GA’s work earned an ECHO Award from the DMA. |
