Xfinity Mobile | Data in Dollars

Challenge: The U.S. has some of the most expensive cellular data plans in the world.
Xfinity Mobile however, is a new kind of network designed to save people money. 

Idea: To show how overpriced other data plans are, Xfinity Mobile is turning pre-roll ads into useful “price tags”
that calculate how much people are spending on data just to watch their upcoming YouTube video.

Innovation: Thanks to a close relationship with YouTube's Data and Insights team, we've been able
to adjust the cost of cellular data in each film to match the length of the video the person is about to stream. 
The prices reflect the data costs with the viewer's specific carrier. Targeting has also been a huge part for us – we're only
showing the ads to people using 4G LTE data (not WiFi) and only if they have their phone connected with a competitor's network. 

Awards:

Cannes - Silver Lion - Creative Data, Silver Lion - Media, Bronze Lion - Mobile, Shortlist - Mobile, Shortlist - Media
Clios - Silver Clio - Digital/Mobile Category, Shortlist - Medium Innovation Category
LIAAs - Silver - The New: Creative Use of Data, Bronze - Digital: Mobile Advertising
National Addys - Gold - Mobile Interaction
SF Addys  - Best of show, Gold - Mobile Interaction, Gold - Data Driven Media, Gold - Specialty Advertising
YouTube works awards - Grand Prix, Best media strategy
Webby’s - best use of data driven media
Andy’s - Gold
AICP Awards - winner
One show merit , D&AD shortlist

Some examples: