AT&T AdWorks helps advertisers reach more of their audience for less and is the leader in advanced TV advertising. For 2015 print placements in Advertising Age, Broadcasting & Cable, and Adweek, AT&T Adworks needed a breakthrough concept touting its TV Blueprint technology and audience targeting capabilities.
Our work with AT&T AdWorks & DIRECTV has spanned broad, cross-media channels, a takeover of New York’s Times Square for Advertising Week, and repeated major presence at the Cannes Lions Festival. The work consistently outperformed industry efficacy benchmarks for digital display advertising. In the six months leading up to the official merger announcement between AT&T and DIRECTV, my team was busy prepping traditional and digital campaign materials to go into market as soon as the deal was approved.
Through this merger, AT&T AdWorks has been able to add even more technology offerings to their impressive portfolio. The merger campaign, now in market, centers around the idea that “More is More.” With DIRECTV, AT&T AdWorks now has the precision of household addressable targeting with the reach of TV Blueprint.
The next major campaign reveal was through a refresh of the AT&T AdWorks site. We worked with the AT&T AdWorks team closely to ensure the site refresh was consistent with their brand guidelines update. Ironically, we took a “less is more” approach to the design update.
- Strategy & Planning
- Media Buy Consultation
- Concept Development & Testing
- A / B and Multivariate Testing
- Creative Direction
- Twitter Strategy
- First fully responsive website for AT&T AdWorks, and within the AT&T Family
- +39.4% avg. visit duration
- +4.2% conversion rate for White Paper
- +1000% increase in Twitter followers in year since implementation of Twitter editorial suggestions
This campaign was an opportunity to bring new life to a longtime client and truly dive into their offerings. We needed to ensure we understood the technology offerings at a deeper level for both AT&T AdWorks, and the new offerings being transferred from DIRECTV, to properly convey these ideas through our design.