Comcast Spotlight provides TV and digital video advertising solutions for businesses so it was crucial for them to reach those specifically responsible for making advertising decisions. Known for local market spot media buys, Comcast Spotlight was evolving their business strategy and positioning. The challenge was to develop a new integrated campaign and website to help them stand out in a cluttered and fragmented category and be recognized as a national leader in content, technology and data for targeting across channels and devices.
Yamamoto created “The Finders” campaign, built around the simple, compelling notion that Comcast Spotlight can find your audience more effectively and with higher-quality content than anyone else. The campaign included a series of TV spots that stood apart in the category. We extended the concept across traditional and digital channels and built a robust new website featuring personalized content, integration of third-party data and powerful new applications. Interactive maps and customized market info created a landscape of locally relevant news, success stories, market demographics and insights. Strategic digital channel plans were also created to drive leads that could be tracked through custom landing pages, call tracking and rep contacts.