PHONE AND CELL SERVICES: "YOU'VE GOT A CASE [video]" Direct marketing by BBDO New York

Type of entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Advertiser: AT&T
Product/Service: PHONE AND CELL SERVICES
Agency: BBDO NEW YORK, USA
Title: YOU'VE GOT A CASE
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: Greg Hahn (BBDO New York)
Senior Creative Director: Arturo Aranda (BBDO New York)
Creative Director: George Ernst (BBDO New York)
Art Director: Marcel Yunes/Danny Adrain (BBDO New York)
Copywriter: Rick Williams/Mark Anderson (BBDO New York)
Design Director: Brad Cohen (BBDO New York)
Executive Producer Of Content/Development: Julian Katz (BBDO New York)
Interactive Executive Producer: Clemens Brandt (BBDO New York)
Director/User Experience Design: Jeff Puskar (BBDO New York)
Music Producer: Melissa Chester (BBDO New York)
Account Team: Doug Walker/Marc Burns/Shannon Schmidt/Kara Carpentier Short/Mallory Hartline (BBDO New York)
Production Company: (Caviar Content)
Director: Jonathan Krisel (Caviar Content)
Director Of Photography: Damian Acevedo ()
Interactive Company: (The Famous Group)
Editing House: (Arcade Edit)
Editor: Greg Scruton/Nick Rondeau/Dean Miyahira/Will Hassel (Arcade Edit)
Finishing: (Airship Post)
Music House: (Beacon Street Studios)
Executive Creative Director/Director of Innovation: Mathias Appelblad (BBDO New York)
Describe the brief from the client
AT&T wanted to help young people convince their parents they deserve a new 4G smartphone for the holidays. But smartphones are pretty pricey gifts. If they really deserve one, they’d need a convincing argument.
So we created Kent Wesley, the world’s No.1 Facebook attorney, to help them prove they deserve one. Kent’s message was simple: If you think you deserve an AT&T 4G smartphone, don’t just ask. Ask Kent to ask.

Creative Execution

The entire campaign was a direct request for one Facebook user to buy an AT&T 4G smartphone for another Facebook user.
Kent used everything Facebook knows about you into a new way to sell phones: by creating customised direct ads, starring you and your high-powered lawyer, proving why you deserve one. 'You’ve Got a Case' created hilarious, customized content – but with a direct retail purpose.


Describe the creative solution to the brief/objective.

Introducing 'You’ve Got a Case', a Facebook app that lets youngsters hire super-attorney Kent Wesley to convince their parents to buy them a 4G smartphone. With the help of his expert witnesses, Kent carefully crafts your Facebook info into an airtight legal argument, proving you deserve an AT&T 4G smartphone. Your case posts directly to your defendant’s Facebook wall – along with a link to 'settle out of court' by buying you the phone.


Describe the results in as much detail as possible.

Nearly half a million people consulted Kent. AT&T’s 4G smartphone sales had a record quarter. And click-through rates to purchase were up to five times the benchmark. The campaign generated almost 12m earned impressions—a media value of almost $1.5m. It garnered an 87% positive sentiment on social impressions. Will Arnett was the perfect celebrity to play Kent and 91% of the campaign’s social mentions referenced Will by name.
Mobile users were four times more likely to participate and five times more likely to post to Facebook. Of all the participants, 56.5% of them were aged 13 to 24, and the Media CTR performance more than doubled the youth benchmark.