SITUATION
AT&T Broadband (now Comcast), a leading provider of broadband cable television services, needed help launching their first Hispanic-focused marketing campaign to promote their Hispanic-tier cable services.

STRATEGY
Proterra’s approach to tackling this challenge for AT&T began with a groundbreaking project -- AT&T’s first-ever broadband campaign concepted in Spanish. As part of the campaign, Proterra created a direct mail program highlighting the Spanish-language cable service options available. The heart of the campaign were two broadcast spots -- a 60-second, Spanish television commercial and a 60-second, Spanish-language radio spot.

RESULTS
• As a result of the campaign, AT&T Broadband experienced a measurable increase in requests for Spanish-language cable service and their Hispanic client base.

• The campaign was effective enough that the broadcast spots were later translated into English-language spots.

• Based on the success of the program, Proterra continues to develop and produce campaigns for AT&T Broadband’s (Comcast) Hispanic marketing efforts.