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AT&T
Direct Response Television

Problem
• Because of severe competition from cable and other telephony providers, AT&T needed a large portion of its broadcast advertising to work even harder and drive results.
• This had to be accomplished without the erosion of their global branding that contains more than 100 years of solid equity.
• The problem arose in a time of economic trench warfare.

Solution
• We developed a new type of Direct Response Television strategy that drove results and helped build the brand at the same time— Brand Action.
• This included educating consumers on new innovations, such as U-verse TV, High Speed Internet and VOIP home phone service.
• It involved innovative creative strategies, new ways of media planning, buying and optimization and solid analytics that helped maintain repeatable processes.

Results
• Since 2006, we created nearly 100 spots that generated more than 10 million responses, educating consumers on all of AT&T’s product and service offerings.
• Simultaneously, brand awareness increased significantly—even during times when pure awareness spots were on hiatus.
• We helped turn a multi-million dollar investment into a billion-plus dollar return.