THE WIFI IS BOOMING

CLIENT: XFINITY
AGENCY: PREACHER
DIRECTOR: BJÖRN RÜHMANN

Featured On: ADWEEK, Muse by Clio, Little Black Book, AdAge

CHALLENGE:
Xfinity had lost over 400,000 customers in 2024 as more and more people cut the cord. They needed to completely reposition themselves, not as a traditional cable company, but as the country’s premier WiFi provider. According to the 2023 Consumer Reports American Experiences Survey, seventy-eight percent of consumers think WiFi is as crucial as water and electricity in their home. Our goal was to position WiFi as the world’s most precious resource.

IDEA:
Xfinity Wi-Fi is so strong that it attracts groups of opportunists from different boom eras throughout history. Everyone from gold miners, oil barons, and sleek tech execs would want to get in on the action. Introducing BOOMTOWN, where the wifi is BOOOOOOOMING!