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“Pa’quete” Hispanic Campaign Increases Sales for Comcast

Comcast retained ARGUS to increase awareness and boost conversion for the “Paquete Triple” bundled media packages in the Hispanic market within the New England region. ARGUS recommended a strategic integrated multichannel approach, crafting messaging “in culture,” not just “in language.” The “Pa’que te…” campaign was developed, a concept that used a play-on-words in a way only this market would understand and own.

The result was a 20% jump in sales in the first run week with incremental response increases month-over-month. In addition, for the first time, customers were calling and requesting the product by name, “Paquete Triple.” The campaign includes, direct response, print, radio and a TV spot that will air August 2007. Comcast is the nation's leading provider of cable, entertainment and communications products and services, principally involved in the development, management and operation of broadband cable networks and in the delivery of programming content.

Comcast currently boasts 24.2 million cable customers, 12.1 million high-speed Internet customers and 3.0 million voice customers.