Adsarchive » DM » AT&T » PLEAD YOUR CASE


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Industry Telecommunications Services
Media Direct marketing
Market United States
Agency BBDO New York
Art Director Danny Adrian
Copywriter Chris Baker
Released December 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: AT&T
Product/Service: AT&T
Date of First Appearance: Dec 6 2010
Entrant Company: BBDO NEW YORK, USA
Entry URL:
Chief Creative Officer: David Lubars (BBDO New York)
Creative Directors: Arturo Aranda/Jeff Greenspan (BBDO New York)
Art Director: Danny Adrian (BBDO New York)
Copywriter: Chris Baker (BBDO New York)
Executive Producer: Eric Weiner (BBDO New York)
Agency Producer: Tara Johnson (BBDO New York)
Production Company / Interactive Company: (Tool of North America)
Media placement: Facebook Application - Online - 6 December 2010

Describe the brief/objective of the direct campaign.
AT&T wanted a way to increase sales of smart phones and data plans to teenagers and young adults they knew were still stuck with older-model phones and who might be hoping to upgrade during the holidays.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The answer was Plead Your Case, a Facebook experience that allowed users to build a case for why they deserved the Smartphone they wanted for the holidays. We placed ads on Facebook to drive traffic to our website. Plead Your Case centred around Roger Gideon, a high-profile attorney who would argue the reasons why the user deserved their choice of Smartphone with parents, significant others, and loved ones, making it easy to ask for the gift they wanted.

Explain why the creative execution was relevant to the product or service.

Everyone knows that coming right out and asking for the gift you want can be awkward—not to mention you’d have to waste time proving why you deserve the gift. And if your skills in holiday rhetoric aren’t up to par, there’s a strong possibility you won’t get any gift at all. It was this insight that proved the need for a Plead Your Case, and Roger Gideon. It was a fun, easy way to alleviate the burden of holiday wants.

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.
The results were impressive. Seventy-four percent of all people who built a case shared it with friends and family, and the campaign doubled AT&T’s average for sales through an online promotion, meaning a whole lot of people unwrapped happiness this holiday season instead of disappointment thanks to Roger Gideon and AT&T.