GALLEGOS UNITED wins at 2017 North America Effie Awards

Creative agency GALLEGOS United received a Silver Effie Award in the Hispanic category for their work on XFINITY’s “Language Choice” creative campaign at last night’s 2017 North America Effie Awards Gala in New York.

The winning “Language Choice” campaign sought to differentiate XFINITY from its competitors by establishing an emotional and authentic connection with Hispanic consumers. The work communicated a deep understanding of what it means to be bicultural and demonstrated the unmatched commitment of Comcast’s XFINITY to Hispanics.

Despite launching in September 2015, awareness of XFINITY X1, with the first-ever bilingual voice activated remote enabling consumers to switch between English and Spanish at any point throughout their content viewing, was still relatively low with Hispanic audiences. Research found that the vast majority of Hispanic Xfinity subscribers and non-subscribers did not know about X1. The strategic challenge was to raise awareness and convey the value of the Language Choice feature in a way that was intuitively understood, emotionally engaging and culturally relevant.

GALLEGOS United built the creative campaign around the insight that Language Choice is not a feature; it is a metaphor for how Biculturals live their lives.

“By creating a metaphor highlighting the freedom and empowerment Biculturals feel in their choice of language, our work elevated Language Choice from a product feature to a personal experience,” said Andrew Delbridge, Co-President and Chief Strategy and Engagement Officer, GALLEGOS United. “The insight and creative execution represented such an authentic connection with this audience it generated an unprecedented increase in Hispanic cable subscribers.”

Specifically, the campaign contributed to a 420 percent increase in Hispanic net new video subscribers year over year during the same time frame. The campaign also resulted in increased awareness of X1 among both subscribers and non-subscribers, at 27 percent and 16 percent respectively.”

GALLEGOS United has been the Agency of Record for Comcast since 2004, and has produced numerous award-winning creative campaigns for the brand during their partnership.

 

 

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