AT&T DM WI-FI SNACK TRAY by Rodgers Townsend

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Industry Telecommunications Services
Media Direct marketing
Market United States
Agency Rodgers Townsend
Art Director Steve Laliberte
Released July 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: AT&T
Product/Service: AT&T
Date of First Appearance: Jul 1 2010
Entrant Company: RODGERS TOWNSEND, St Louis, USA
Creative Director / Copywriter: Erik Mathre (DDB)
Art Director: Steve LaLiberte (DDB)
Account Director: Katie McGrath (DDB)
Account Director: Tracy Long (DDB)
Direct Mail Production Manager: Sandy Mueller (DDB)
Broadcast Production Manager: Kathy Goebel (DDB)
Production Artist: Ben Trokey (DDB)
Media placement: Direct Mail - Stadiums - 1 July 2010

Describe the brief/objective of the direct campaign.
In the U.S., stadiums are one of the last holdouts to install Wi-Fi Internet. We needed to drive face-to-face meetings between executives of stadiums and public arenas and AT&T Sales teams who would demonstrate the many external and internal uses of Wi-Fi technology inside stadiums. Our strategy was to create awareness of the possibilities that AT&T Wi-Fi delivered and establish the brand as THE partner able to deliver Wi-Fi capabilities inside stadiums.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
While the action on the field is the primary draw for fans, we needed to convince stadium managers that Wi-Fi enhanced the fan experience. Our solution? Tell the story from the fan’s perspective. Demonstrate the many uses of Wi-Fi to tease managers into wanting to learn more.
Decisions on this scale of investment involve several VPs. The portability and novelty of our video-in-print piece encouraged pass-along to other decision makers.

Explain why the creative execution was relevant to the product or service.
Wi-Fi Internet doesn’t offer a distraction, but an experience that will make fans even more connected to their team. In a nutshell, that was our story. Each piece included a personalized video with the stadium executive’s name embedded on the title card. It was one of the first uses of video in print technology in direct mail. The marriage of video and print technology was illustrative of the forward-thinking image that our client, AT&T, desires to project.

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.
• Our 22% response rate exceeded the objective by 9% achieved by the first effort of this campaign in 2009 that targeted a different industry.
• While sales cycle is 18-24 months, based on last year’s ROI the increase in response of this piece is expected to deliver a 850% ROI.
• Campaign has been written up in articles B-B Magazine and DM News, an important result.