Comcast/Effectv
Hypertargeting audiences with advertising. Nowadays we’re a little more used to the idea. But in 2017, Comcast’s ability to pick out specific households on a block, or profiles on a webpage, was a hot topic. And yes, a little creepy. But also an essential capability for would-be advertisers.
The technology itself, though, was so sophisticated that it went over a lot of Comcast’s own audiences’ heads. As often happens, our Consider Them Found campaign would need to play the role of translator, showing small business owners exactly what kind of power they could be tapping into.
Finding the perfect person for an ad. Literally. With a spotlight.
In 2019, Comcast decided their advertising services business should have a name and identity all their own. So to greet the world as Effectv for the first time, we reimagined the way that small business owners could reach out to their perfect audiences. From their couches, to our cars.
A couple embark on a whirlwind journey to purchase a new car that will change them forever.
A family is transported through the television dimension into a high-end furniture boutique.