Xfinity Mobile

Xfinity Mobile

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The Phone Cleanse

The Phone Cleanse

As a newcomer to the mobile industry, Xfinity Mobile broke through to our audience with an unexpected message: use your phone less.

As a newcomer to the mobile industry, Xfinity Mobile broke through to our audience with an unexpected message:
use your phone less.

As a newcomer to the mobile industry, Xfinity Mobile broke through to our audience with an unexpected message:
use your phone less.

As a newcomer to the mobile industry, Xfinity Mobile broke through to our audience with an unexpected message:
use your phone less.

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The Problem

Just over a year after launching, Xfinity Mobile was still looking for ways to boost its low brand awareness. So, in the summer of 2018, we needed a breakthrough idea that would help us stand out in an already crowded market.

Just over a year after launching, Xfinity Mobile was still looking for ways to boost its low brand awareness. So, in the summer of 2018, we needed a breakthrough idea that would help us stand out in an already crowded market.

The Insight

A growing number of people are caught up in a love-hate relationship with their phones. Mobile devices are the most relied-upon objects they own, but at the same time, phones have grown into a constant source of anxiety. To excite people about our young mobile network, Xfinity Mobile decided to give people everywhere a new way to fall back in love with their phones.

A growing number of people are caught up in a love-hate relationship with their phones. Mobile devices are the most relied-upon objects they own, but at the same time, phones have grown into a constant source of anxiety. To excite people about our young mobile network, Xfinity Mobile decided to give people everywhere a new way to fall back in love with their phones.

Our Solution

We created a 7-day Phone Cleanse that helped smartphone users reboot the relationship they have with their devices. Like any good cleanse, it started with a book, available exclusively through Xfinity Mobile. Inside, each daily challenge tackled a key mobile pain point and offered up tips to enhance a user’s mobile well-being. From there, we made the program available on every smartphone in the world —creating custom Cleanse toolkits in the most addictive social apps, and launching a website that was, of course, designed for mobile.

We created a 7-day Phone Cleanse that helped smartphone users reboot the relationship they have with their devices. Like any good cleanse, it started with a book, available exclusively through Xfinity Mobile. Inside, each daily challenge tackled a key mobile pain point and offered up tips to enhance a user’s mobile well-being. From there, we made the program available on every smartphone in the world —creating custom Cleanse toolkits in the most addictive social apps, and launching a website that was, of course, designed for mobile.

The Book

The Book

Our 36-page guide was literally designed around a phone. Each copy featured a die-cut that allowed users to slide their smartphone into place and adjust their device as they followed along with the Cleanse.

Our 36-page guide was literally designed around a phone. Each copy featured a die-cut that allowed users to slide their smartphone into place and adjust their device as they followed along with the Cleanse.

Our 36-page guide was literally designed around a phone. Each copy featured a die-cut that allowed users to slide their smartphone into place and adjust their device as they followed along with the Cleanse.

The Press

The Press

"I went through a week-long 'Phone Cleanse'. It was harder than I thought"

"I went through a week-long 'Phone Cleanse'. It was harder than I thought"

"I went through a week-long 'Phone Cleanse'. It was harder than I thought"

"I went through a week-long 'Phone Cleanse' It was harder than I thought"

Itsoktojudge_XM_Press_logo_TemplateWashington_Post

"Xfinity Mobile created a 7-Day challenge called 'The Phone Cleanse'"

"Xfinity Mobile created a 7-Day challenge called 'The Phone Cleanse'"

"Xfinity Mobile created a 7-Day challenge called 'The Phone Cleanse'"

"Xfinity Mobile
created a 7-Day challenge called 'The Phone Cleanse'"

Itsoktojudge_XM_Press_logo_TemplateThe-Verge

"The smartphone cleanse:
A 7-day guide to a digital detox"

"The smartphone cleanse:
A 7-day guide to a digital detox"

"The smartphone cleanse:
A 7-day guide to a digital detox"

"The smartphone cleanse:
A 7-day guide to a digital detox"

"The smartphone cleanse: A 7-day guide to a digital detox"

Itsoktojudge_Hawaii_Press_logo_Template-2Fox-Biz

"Get Better Control Over Your Mobile Phone Use”

"Get Better Control Over Your Mobile Phone Use"

"Get Better Control Over Your Mobile Phone Use"

"Get Better Control Over Your Mobile Phone Use”

"Get Better Control Over Your Mobile Phone Use”"

Itsoktojudge_XM_Press_logo_TemplateAARP

Media Pickups

Media Pickups

Media Pickups

Seattle-Times
Money-Radio
San-Antonio
Fox4
Houston
CBS-6

The Results

The Results

138MM

138MM

Potential Impressions

Earned Potential Impressions

Potential Impressions

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400%

400%

Above Benchmark for Awareness

Above Benchmark for Awareness

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5.5MM

Video Views

Video Views

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Thanks for judging.

Thanks for judging.