Comcast Spotlight provides TV and digital video advertising solutions for local and regional businesses. They needed to reach those specifically responsible for making advertising decisions for their business. Known for local market spot media buys, Comcast Spotlight was evolving their business strategy and positioning. The challenge was to develop a new website and integrated campaign to help them stand out in a cluttered and fragmented category and to be recognized as a national leader providing the highest quality content, technology and data for targeting specific audiences across channels and devices. The Comcast Spotlight target audience needed to find the right customers in the most efficient way possible, wherever they are and on whatever device they’re watching.
Yamamoto created “The Finders” campaign, built around the simple but compelling notion that Comcast Spotlight can find your audience more effectively and with higher quality content than anyone else. The campaign included a breakthrough series of TV spots that stand apart in the category. We extended the concept across a wide media mix covering traditional and digital channels. The campaign was built around a robust new website that was designed to feature personalized content, integration of 3rd-party data as well as powerful new applications. Interactive maps and customized market info created a landscape of locally relevant news, success stories, market demographics and insights. In addition, strategic digital channel plans were created to drive leads that could be tracked through custom landing pages, call tracking and rep contacts.