Copywriter
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The Phone Book

 
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Xfinity Mobile: The Phone Book

When Xfinity Mobile launched a phone network, they entered an incredibly competitive category that spends $2bn each year on advertising. So we needed a unique way to position the brand's benefits.

We realized that our phones, once used exclusively for calls, have now become our digital lifelines. As a result, the way we use phone networks has changed. So we set out to position the brand not as just another phone carrier, but as a new kind of network designed for modern mobile behaviors.

To define the mission behind our new kind of network, we created a new kind of brand book. One that explained the brand narrative, and its unique product benefits, through popular mobile apps.

In the first year…

380,000 New Customers

Top Five Mobile Carriers

 
 
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For the exterior of the brand book, we leveraged the tactile experience of unboxing a new phone. The packaging is the same premium material that Apple and Samsung use, and the book itself appears to be a sleek new phone.

 
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When the reader pushes a button on the back of the book, the ‘phone screen’ pushes out to reveal a deck of individual cards, each a different app.

 
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Each app was chosen for its relevance to a particular product benefit.

For example, we designed a Netflix movie poster to explain that our free WiFi hotspots allow people to burn through data, and not worry about overage charges.

 
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Fun fact: each book costs more to produce than an actual smartphone. Apparently beveling glass is where the real money’s at.

 
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