AT&T Promo, Case study EXPIRATION DATES by BBDO New York

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Art Director Melinda Ward
Copywriter Avital Pinchevsky
Print Production Manager Sarah Howell
Released July 2009

Credits & Description

Category: Commercial Public Services
Advertiser: AT&T
Date of First Appearance: Jul 18 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars/Bill Bruce (BBDO New York)
Art Director: Melinda Ward (BBDO New York)
Copywriter: Avital Pinchevsky (BBDO New York)
Agency Producer: Josh Ball (BBDO New York)
Account Team: Josh Ball/Tami Dimond (BBDO Atlanta)
Print Production Manager: Sarah Howell (BBDO Atlanta)
Media placement: Guerrilla OOH (Eggs) - Grocery Stores, Farm Shares, Farmers' Markets - 18 July 2009
Media placement: Guerrilla OOH (Milk) - Dairies, Grocery Stores - 23 July 2009

Results and Effectiveness
At the time this ran, big, flashy advertising campaigns were viewed negatively by consumers. Advertisers who spent tons of money on production were perceived as being wasteful. In using existing grocery items as the base for AT&T’s value message, the execution reinforced the communication and gave consumers a positive perception of the brand during a time of economic uncertainty.

Creative Execution
Like perishable foods, the cellphone minutes on most plans have an expiration date. If you don’t use them, you lose them. AT&T provides a unique offering—minutes that don’t expire. Advertising near the expiration dates of grocery items was a cheap and unexpected way to get this message to family decision makers.

Insights, Strategy & the Idea
During the economic meltdown of 2009, AT&T wanted to remind consumers of the great value of rollover minutes. Family decision makers were the primary target for the rollover-minute message.