Lily from AT&T
Case Study

TLDR:

Developed a brand-spokesperson to make diverse products more accessible directly to customers and the brand more human.

Challenge:

Deliver multiple complex messages

Historically, AT&T had supported three separate messages in mass media: network, plans, device. While network was the primary driver of switching carriers, plans maintained an important role in the purchase funnel, helping to make choices closer to purchase. And device, once more glamorous when carriers had exclusives, was often contractually obligated to receive support.

As media budgets tightened, there was a need to combine plans and devices to optimize the GRPs we had and keep network messaging in a strength position. The challenge was that at times, both plan messages and device messages could be complicated. A campaign that demonstrated one would naturally subjugate the other. A creative solution was needed.

The Approach

Guiding Fact #1

Need to establish a repeatable element, with brand cues, that would drive recall. AT&T was seen as very corporate so there was a need to create warmth.

Guiding Fact #2

Products were complicated, often with legal requirements making them unwieldy. There was no option to simplify the product so a way to present information simply was a mandatory.

Guiding Fact #3

Some relationships with equipment manufacturers came with additional strings attached. Flexibility was needed to allow for differentiating brands within our own brand work.

The Brief and Creative

THE BRIEF

For something as important as your wireless service why would you settle?

THE CREATIVE

The initial insight behind the “Ok is not Ok” campaign was if wireless service was considered a staple of life– as important as choosing a dentist, or doctor, you would probably feel uncomfortable if you knew you had the second best – or the “ok” version.

We believed the concept addressed most of the guiding factors, but we had to claim and validate, not just “OK” but “The Best”. We sourced the industry’s largest and most thorough test. The Global Wireless Solutions test delivered best network honors to AT&T.

The “Biggest Test” was added to further bolster our “Best Network” claim and elevated the GWS claim above less comprehensive tests. Additionally, we gave our protagonists an “out” from the sudden “Ok” situation, just like the Best Network gave an “out” to customers on an “Ok” network.

INVOLVEMENT The advertising team was responsible for:

Research for the brief
Drafting the marketing brief
BBDO agency oversight
Selection and refinement of concepts
Sell-through at all levels of the organization
Education of all tactical channel owners and partners
Partnership with media team on launch plans
Production of all materials
- Television, Digital, Social, Sponsorships, Print, OOH
Post-launch campaign research and analysis
Optimization of materials in market

Accolades and Outcomes

Multiple Ad of the Week honors in AdWeek
Gap closure of 2 pts to Verizon on Network Perception
Brand recall averaged 2-4 points above norms
Message recall averaged 4-5 points above norms
Likeability nearly double category norms
Social Media references for “Just Ok is Not Ok”