AT&T New Phone Needs to Know
Executive Creative Director - shanealderton@outlook.com
INSIGHT
Since the mobile telco market moved away from long term contracts, it’s become harder easier for customer to switch carriers. One of the mechanisms to retain customers is through device upgrades – if a customer buys a new phone, they pay for the device over time with a payment plan. The opportunity lay in the fact that AT&T introduced a number of new offers this year, the highlight of which overcame one of customers’ biggest complaints: New customers get better deals than existing, loyal customers. During Q4 2020, AT&T committed to giving existing customers the same offers as new customers.
IDEA
To reach our goal of 550,000 upgrades we employed three key strategies:
• We developed integrated multi- and single-touch communications streams across multiple channels including email, SMS, digital, and social. The inspiration here was to educate and guide customers along an upgrade path and present them with appropriate options to choose from.
• We adopted a templated approach to the execution of creative assets that allowed us to be as efficient as possible with our creative development and gave us the ability to make on-the-fly adjustments driven by changing business needs. We were able to take into account a complex calendar of device launches and rapidly changing offers in response to the competitive environment and the financial challenges consumers faced as a result of the COVID pandemic. We were easily able to build personalized, sequenced communications messages featuring a common set of devices and offers, without having to build each communication completely from scratch.
• And we brought it all together with a socially driven awareness campaign that celebrates the relationship we have with our phones. Our phones know more about us than anyone or anything in our lives, so it’s only right to let that black mirror we carry in our pockets dish a little dirt to their worthy 5G enabled successors.
