Comcast DM SHAQENSTEIN by Digitas Boston

Adsarchive » DM » Comcast » SHAQENSTEIN


Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United States
Agency Digitas Boston
Director Phil Joanou
Creative Director Mark Catalina, Mike Ryniec
Copywriter Jonathan Klein
Editor Jj Lask
Released May 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: COMCAST
Date of First Appearance: May 4 2009 12:00AM
Entrant Company: DIGITAS, Boston, USA
Entry URL:
Executive Vice President / Executive Director, Creative: Lincoln Bjorkman (Digitas)
Senior Vice President / Creative: Matt D'Ercole (Digitas)
Vice President / Group Creative Director: Jesse Vendley (Digitas)
Senior Vice President / Group Director, Marketing: Todd Stanley (Digitas)
Senior Vice President / Group Director, Marketing: John King (Digitas)
Vice President / Director, Marketing: Jaime MegLaughlin (Digitas)
Manager, Marketing: Andrew Warren (Digitas)
Senior Motion Media Producer: Peter McCann (Digitas)
Senior Media Planner: Jonathan Creech (Digitas)
Director: Phil Joanou (MJZ)
Editor: JJ Lask (PS260 Editorial)
Copywriter: Jonathan Klein (Digitas)
Creative Director: Mark Catalina (Digitas)
Creative Director: Mike Ryniec (Digitas)
Senior Director, Marketing Communications: Dustin Hayes (Comcast)
Vice President, Marketing Communications: Eileen Diskin (Comcast)
Senior Vice President Marketing Communications: Peter Intermaggio (Comcast)
Music: Tone Farmer
Manager, Marketing Communications: Gina Incollingo (Comcast)
Media placement: TV Spot - ABC - 4 May 2009
Media placement: TV Spot - CBS - 4 May 2009
Media placement: TV Spot - FOX - 4 May 2009
Media placement: TV Spot - NBC - 4 May 2009
Media placement: TV Spot - ABC - 22 June 2009
Media placement: TV Spot - NBC - 22 June 2009
Media placement: TV Spot - FOX - 22 June 2009
Media placement: TV Spot - CBS - 22 June 2009
Media placement: TV Spot - CW, MNTV, IND, ION - 22 June 2009
Media placement: TV Spot - Fox, MNTV, CW, CBS, ABC, NBC, IND - 3 August 2009
Describe the brief/objective of the direct campaign.
The cable industry has evolved over the past decade, with providers offering the same core products: digital cable, home phone, and high-speed Internet. Many providers also tout new technologies like On Demand, HD TV, faster Internet, fiber-optic cables, etc. Most consumers want these new technologies, but with the market saturated with similar products, how to choose a provider?Comcast needed to differentiate its offerings from its seemingly similar competitors. The Shaqenstein direct campaign was created to support an innovative brand message to motivate existing customers to add products to their existing accounts, and new customers to switch to Comcast.
Explain why the creative execution was relevant to the product or service.
Discouraged by nearly identical products and services, consumers generally choose by price. Therefore subscribers jump from provider to provider to capitalise on what appears to be the best deal. For Comcast, continually differentiating on price is costly, can be viewed as deceptive to consumers, and can negatively affect brand's favorability among consumers who already view Comcast as the big, bad cable company. Market challenges called for a change in Comcast’s acquisition strategies. By repositioning their offers and focusing the message on value and performance/entertainment, Comcast cut through the clutter to successfully gain a greater share of the market.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Leverage celebrities Shaquille O’Neal and Ben Stein to represent Comcast’s value proposition: the Best performance (four-time NBA champion and Olympic Gold medalist O’Neal) and the Smartest value (famous economist and financial guru Stein). In addition to broadcast, print, direct mail, and online, customer service messages played a crucial role in integrating the Shaqenstein campaign to point of sale. Consumers heard pre-recorded messages from Comcast’s new brand advocates, Shaq and Ben, during traditionally generic customer-service messages: on hold, call transfer, upgrade, etc. Comcast projected lifts in regards to brand consideration, dynamism, and involvement among existing and potential customers.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Revenue from the cable segment increased 2.8% to $8.4 billion in the third quarter of 2009, compared to $8.1 billion in 2008. Monthly revenue per video customer increased 5.6% to $116.91 in the third quarter of 2008, reflecting an increasing number of customers buying multiple products.