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Comcast - Xfinity


To avoid falling victim to the "great disconnect"— the cancelling of service providers following post-pandemic reopening — it is critical that Xfinity take advantage of a powerful, quickly-growing audience segment — the Hispanic Market.

The Hispanic market is yet to be won by the Big 3 — AT&T, Verizon, and T-Mobile, who are mired in a sea of sameness. At a time of pivotal change across industries, it's the moment for Xfinity to find a place in the hearts and minds of Hispanics.

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How might we leverage the untapped power of the Hispanic market to maintain the momentum of the 'internet bubble' created during the pandemic and keep people 'connected' as the world reopens?

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Hispanic consumers are life-maximizers — they need a service that can keep up and satisfy their search for emotional pay-off, high quality value, and unique features/savings. Yet achieving cultural relevance with these audiences is a nuanced exercise — a one-size-fits-all approach does not work.

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'Xfinity Unbeatable Internet' is not a product or single feature, but a transformational product promise delivered through a suite of superior features and services. It's more than what we say — it's how we show up. Working with Hispanic superstar, Becky G, let us prove that Xfinity is "the unbeatable internet for the unbeatable you". 

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