AT&T U-verse (Go Local Campaign)
Year
2013
2016
Project Type
Campaign
Deliverables
- Digital Campaigns
- Print Campaigns
- Guerilla Marketing
- Versioning
- Production
- Design Team
Go Local Campaign
AT&T had a variety of low penetration markets that were historically unsuccessful in driving sales. Our approach was for AT&T to think and act like a local company. We created an omni-channel program called “Go Local,” designed to work as an overlay to AT&T’s business-as-usual advertising and marketing efforts.
The campaign was built around the idea that the majority of consumers rely on word-of-mouth for their cable provider – recommendations from friends, family and neighbors. As such, we showcased local U–verse customers telling their story of why they switched to U-verse. The campaign relied heavily on digital to drive sales, including tactics such as email, online video ads, a dedicated microsite, display ads, PPC and social.
Overall, the Detroit Go Local 2013 program garnered a whopping 53% lift in sales for the market. The combination of email, PPC and display ads was highly effective and provided 47% of total program sales. This is an example of one of many markets.
