AT&T Case study You've Got a Case by BBDO New York

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You've Got a Case

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Industry Mobile Communications
Media Case study
Market United States
Agency BBDO New York
Director Jonathan Krisel
Executive Creative Director Greg Hahn
Creative Director George Ernst
Producer Bp Cooper, Cristina Matracia
Released February 2011


Clio Awards 2012
Interactive Interactive Campaign Silver

Credits & Description

Brand: AT&T
Chief Creative Officer: David Lubars (BBDO New York)
Entrant Company: BBDO New York, New York
Executive Creative Director: Greg Hahn (BBDO New York)
Advertising Agency: BBDO New York, New York
Web Developer: The Famous Group, Culver City
Executive Creative Director/Director of Innovation: Mathias Appelblad (BBDO New York)
Senior Creative Director: Arturo Aranda (BBDO New York)
Creative Director: George Ernst (BBDO New York)
Art Directors: Marcel Yunes/Danny Adrain (BBDO New York)
Copywriters: 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/Maryeliza Massengill (BBDO New York)
Director: Jonathan Krisel (Caviar Content)
Director of Photography: Damian Acevedo
Executive Producers: Michael Sagol/Jasper Thomlinson (Caviar Content)
Head of Production: Eri Noguchi (Caviar Content)
Producer: BP Cooper (Caviar Content)
Head of Interactive: Michael Marina (The Famous Group)
Senior Producer: Robert Elias (The Famous Group)
Senior Web Developers: Adam Siegel/Brandon Fisch/Ogom Okafor (The Famous Group)
Editors: Greg Scruton/Nick Rondeau/Dean Miyahira/Will Hassel (Arcade Edit)
Managing Partner: Damian Stevens (Arcade Edit)
Executive Producer: Deanne Mehling (Arcade Edit)
Producer: Cristina Matracia (Arcade Edit)
Colorist: Shane Reed (Airship Post)
Lead Smoke Artist: Chris Homel (Airship Post)
Producers: Lisa English/Marguerite Olivelle (Airship Post)
Sound Engineer: Stephen Dickson (POP Sound)
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 #1 Facebook attorney, to help them prove that they really deserve one.
We positioned Kent as a real attorney, complete with his own digital ad campaign and accompanied by all the design elements one might find in a fancy law firm: marble, mahogany, gold inlay, antique globes, the works. People visit Kent in his stately Facebook office via the 'You've Got a Case' application, where the interface is worthy of Kent’s high-paying clients.
Using the You’ve Got a Case app, youngsters hire super-attorney Kent Wesley to convince their parents to buy them a 4G smartphone. With the help of a random selection of expert witnesses who testify on their behalf, Kent spins their Facebook info into an airtight legal argument. Their personalized case video plays in a luxurious frame with golden ornaments for all of their friends (and their gift-givers) to see. And their case video also posts directly to your defendant’s Facebook Wall—along with a link to “settle out of court” by buying them the phone.
Campaign Performance
We deemed the ‘You’ve Got a Case’ campaign to be a comedic, social, and commercial success. By making the campaign an appeal from one Facebook fan to another, sharing was built-in. It was also the first project ever that allowed people to generate and view Facebook videos both on desktop and mobile devices.
Nearly half a million people consulted Kent, and click-through rates to purchase were up to five times the benchmark. Thousands of cases were created and shared, and AT&T’s 4G smarpthone sales boomed—marking a record quarter.
The campaign generated almost 12 million earned impressions, a media value of almost $1.5 million. It garnered an 87% positive sentiment on social impressions. Of all the participants, 56.5% of them were aged 13-24, and the media CTR performance more than doubled the youth benchmark.