Cable knows it has a reliable advantage over satellite in one special circumstance: bad weather. To act on this, Xfinity enacted a brilliant Bad Weather Trigger Digital campaign, in which special ads promoting Xfinity’s reliability in bad weather actually popped up during real bad weather events. It’s devilishly clever, but tricky. The campaign had to limit itself to actual bad weather events yet not throttle itself by failing to scale appropriately and reach a significant enough audience. Once that balance was found, the campaign served up 13.6MM Impressions, and blew the doors off their own expectations, improving +32% in Online Conversions and +17% in Click-thru Rates. Internally Comcast determined that Bad Weather was +9% more effective at driving orders than BAU benchmarks.
