AT&T DM IN GOOD COMPANY by Solutionset

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Industry Telecommunications Services
Media Direct marketing
Market United States
Agency Solutionset
Associate Creative Director Adolfo Garcia Cardo
Creative Director Brendan Mckenna
Art Director Eric Lindsey
Released December 2010

Credits & Description

Category: Business Products & Services
Advertiser: AT&T
Product/Service: AT&T
Date of First Appearance: Dec 1 2010
Entrant Company: SOLUTIONSET, Chicago, USA
Creative Director: Brendan McKenna (Solution Set)
Associate Creative Director: Adolfo Garcia Cardo (Solution Set)
Art Director: Eric Lindsey (Solution Set)
Senior Copywriter: Sara Wood (Solution Set)
Media placement: Catalog - Direct Mail - 1 December 2010

Describe the brief/objective of the direct campaign.
AT&T wanted to create a multi-page magazine to showcase their broad portfolio of mobile devices, innovative mobile business applications, mobile broadband network and ‘Exclusively Business’ program to offer powerful mobile business solutions to the small and medium business segments.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
This project was born out of the client’s desire to reach out to small and medium businesses and showcase AT&T’s full portfolio of business solutions at an effective price. The magazine was deemed the best way to “beat the clutter” during the holiday season. The project kicked off on October 5th and was printed and in home by December 1st (created and produced in half the normal lead time). The key objectives were to illustrate how AT&T brings customers the best solutions to help their business run more effectively, and to drive response and sales.

Explain why the creative execution was relevant to the product or service.
In approaching the Small & Medium Business audience, our objective was to convey how businesses can benefit by choosing AT&T for mobile solutions. On each page of the magazine, the underlying message is “AT&T understands the needs of small and medium businesses. Leveraging AT&T’s connections will empower your company.”

Our creative platform highlighted the benefits of partnering with AT&T and leveraging their strength as a global business. With the nation’s fastest mobile broadband network on their side and an array of powerful mobile products in their hands, small and medium and businesses have the essential tools they need to succeed.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
AT&T’s foray into the use of a multi-page magazine to address the SMB audience generated 104% of targeted response and 275% of targeted sales.

The magazine’s sophisticated, clean, accessible aesthetic addressed the Small & Medium Business audience in an innovative way – speaking to the challenges, environments and situations in which small businesses work.