← become famousview the case study ↗

now by xfinity — launch campaign

launching a new network for a generation that hates being sold to

NOW gives gen z xfinity's service for less. to launch it we didn't run an ad — we introduced a character: justin right, the savvy spender who spends his money just right.

client
NOW by Xfinity
audience
Gen Z, general + Hispanic markets
character
Justin Right
channels
social · TikTok voice-over · radio
now by xfinity — justin right

the problem for the brand

'cheaper telecom' is not a story

price-led launches usually die on arrival. NOW needed a personality gen z would follow, not a discount they'd scroll past.

the idea

meet justin right

a human face for the network: a savvy spender who knows how to spend his money just right. built from a latino truth about hustle, so he lands with both general and hispanic gen z audiences at the same time.

what the client got

a launch, not just an ad

  • the most famous voice on tiktok delivering justin's money hacks — instant reach
  • radio spots that primed the audience before he arrived — 'the feeling' / el 'feeling'
  • one character working across two markets — bilingual by design, not by translation
  • for other clients: a launch anchored in character outlives the media plan

source for now by xfinity — justin right — view the case study ↗

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