AT&T DM WI-FI WALLET DEMO by Rodgers Townsend

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

Credits & Description

Category: Dimensional Mailing
Advertiser: AT&T
Product/Service: AT&T
Date of First Appearance: Nov 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 - 1 November 2010

Describe the brief/objective of the direct campaign.
Drive face-to-face meetings between VP and C-suite execs at retail chains and AT&T Sales teams. The teams would present demonstrations of the external and internal uses of Wi-Fi technology. Our strategy was to create awareness of the possibilities that AT&T Wi-Fi delivered and establish AT&T as the partner able to deliver wireless Internet inside retail stores.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our targets get invited to product demonstrations all of the time. We 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. We also demonstrated how pervasive that digital communications have become in our world.
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 world of wireless Internet is one that’s very personal…especially for a retail chain whose customers increasingly use the Internet to research and comparison shop while they are in stores. 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. 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.
• Response rate of 3.1% in booked meetings, with more meetings anticipated.
• Part of an overall campaign that exceeded objectives by 32%.
• Campaign has been written up in articles B-B Magazine and DM News, an important result for AT&T ‘s ongoing mission to gain recognition for its technology solutions.
* With the purchase cycle of 18-24 months, ROI is still being determined.