PROBLEM /
Having developed a brand platform to guide us— how do we create a TV campaign that builds awareness and consideration—and allows us to help personify the campaign?
GOAL /
Identify an actor to represent the brand—Mr. B4B portrayed by Titus Welliver. The role required the ability to be strong and clear in the message—while remaining likable.
The role needed to embody the new “Built for Business” brand—being an expert business person who relies on Comcast Business to provide the services he needs. The campaign provided a voice of authority allowing us to message to the SMB audience with a tone that is witty and straight talking.
RESULTS /
Built recognition and serious market growth over the last two years.