WI-FI VIDEO IN PRINT CAMPAIGN by Rodgers Townsend for AT&T



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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: Traffic & Brand Building
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 - Store Managers, Stadiums - 1 July 2010

Describe the brief/objective of the direct campaign.
The growth of smart phones and other Wi-Fi enable devices has created a problem and opportunity. The problem? Insatiable demand for Internet is clogging up cellular bandwidth? The opportunity? Give access to the Internet through wireless access connected to fibre optic?
The challenge? AT&T needed to rollout Wi-Fi access to more public and private places. The objective was to target specific industries that would 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.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our targets, Information Technology executives, get invited to product demonstrations all of the time. Our campaign, personalized by industry and recipient, brought the demonstration to them with a high-impact direct mail piece that made the sights and sounds of the digital world come alive in their mailbox.
Decisions on this scale of investment involve several VPs. The portability and novelty of our video-in-print pieces encouraged pass-along to other decision makers.

Explain why the creative execution was relevant to the product or service.
The possibilities of wireless Internet vary widely by industry which led us to develop unique executions for each industry. Further, each piece included a personalized video with the company prospect name embedded on the title card. It was one of the first uses of video in print technology in direct mail – a marriage of video and print technology that illustrated the forward-thinking image that our client, AT&T, desires to project.
The possibilities of the digital world are endless. To us, transforming a printed piece into a digital demonstration seemed the ideal solution.

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.
• Overall, the campaign has average a 15% response rate, exceeding the objective by 9%
• While sales cycle is 18-24 months, based on the first effort of the campaign, the ROI is expected to deliver a 850% ROI.
• Campaign has been written up in articles B-B Magazine and DM News, an important result