AT&T DM AT&T PLUS CAMPAIGN by Havas Worldwide Strat Farm New York

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AT&T PLUS CAMPAIGN

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Industry Mobile Communications
Media Direct marketing
Market United States
Agency Havas Worldwide Strat Farm New York
Associate Creative Director Maria De La Luz Vargas, Christine Difiore
Executive Creative Director Pamela Vahdat
Released January 2013

Credits & Description

Advertiser: AT&T MOBILE
Agency: HAVAS WORLDWIDE STRAT FARM
Category: Flat Mailing
Advertising campaign: AT&T PLUS CAMPAIGN
Associate Creative Director: Christine Difiore (Havas Worldwide Strat Farm)
Director Client Services: James Riess (Havas Worldwide Strat Farm)
President: Laurel Rossi (Havas Worldwide Strat Farm)
Director Operations And Production: Bonnie Heller (Havas Worldwide Strat Farm)
Executive Creative Director: Pamela Vahdat (Havas Worldwide Strat Farm)
VP/Account Supervisor: Alexandra Davis (Havas Worldwide Strat Farm)
Design Director: Chris Jarrin (Havas Worldwide Strat Farm)
Director Integrated Strategy: Linda Lapchin (Havas Worldwide Strat Farm)
Associate Creative Director: Maria Vargas (Havas Worldwide Strat Farm)
Senior Art Director: Sara Barth (Havas Worldwide Strat Farm)

Implementation
We created AT&T Plus – a programmatic approach to anticipating and surprising customers with tangible benefits they never had to ask for that included insider information on technology, waived fees, front-of-the-line service, discounts, tickets, access to special events including marquee sports and entertainment events and a dedicated customer service number for any/all of their needs. Distinct AT&T Plus branding on highly personalized direct mail, email, landing page/website,mobile application, newsletters and MMS.

Outcome
As a result of our efforts, 70% of customers who participated said it improved their opinion of AT&T. Over 30% of the participating customers said that, because of the program, they would definitely not switch to a new mobile provider. 20% of targeted customers moved from definitely wanting to change network providers to being unlikely to switch and 10% of active program participants who were previously brand neutral became brand promoters.We anticipated a 25% participation rate and gained 40% awareness and active participation in the program.

Execution
Design of the AT&T Plus logo and campaign visuals established what we knew about our aspirational target: active, technology-savvy, and ahead-of-the-curve on all things mobile. We are particularly proud of the creative’s ability to reflect AT&T’s existing voice in the category while making best customers feel different from everyone else. We developed long-form content that was smart and gave AT&T Plus members sneak previews of new technology/offerings before the general population had access. We used unique, but familiar, devices to engage and create the most intuitive-human-experience possible. Our campaign provided a wireless experience customers didn’t know they could have.

Client Brief Or Objective
People are attached to their mobile-devices, but don’t necessarily feel the same way about their carrier. AT&T saw this as an opportunity to distinguish themselves among their very-best-customers. We set out to demonstrate that AT&T understands the importance of the consumer/carrier relationship. The audience was current high value AT&T customers. We learned how to delight customers with benefits, services, experiences, content and tangible rewards throughout their membership, when they least expect it, with the hope of improving their opinion of AT&T and their willingness to promote - two dimensions that translate into profit and loyalty.