AT&T AdWorks is a major player in the targeted advertising space. Over our 4-year relationship, we’ve supported their growth from a new offering to a must-buy opportunity for advertisers nationwide.
Our first challenge was to increase AT&T AdWorks’ market awareness with their own target audience of large-scale marketers, media-buyers, and influencers. Our initial campaign carved a unique space within the rigorous AT&T brand guidelines, pushing past audience tune-out (that group sees a lot of ads) to capture attention and drive engagement. More recently we supported the company’s merger with DIRECTV, communicating the massive scale and new products the acquisition brought to the AT&T AdWorks offering. From print and digital display advertising to out-of-home media at key industry events, our work with AT&T AdWorks consistently pushes creative boundaries and outperforms industry benchmarks.
Who says no one clicks on digital display ads anymore? To highlight AT&T AdWorks’ ability to find the true audience for brands, we juxtaposed common demographic stereotypes with real audience interests that only AT&T AdWorks could deliver. The creative spanned a vast array of display formats and media placements to produce major eyeball consumption. Our digital creative crushed expectations, with click-through rates dramatically outperforming industry averages.
AT&T’s acquisition of DIRECTV was a huge milestone for both brands, combining the data intelligence of AT&T AdWorks with the massive scale of DIRECTV. Our internal CG-visualization team (Brooklyn Digital Foundry) created a nationwide map composed of audience members, artfully conveying the combined offering of AT&T AdWorks and DIRECTV: more precision at the individual household level, but with national reach.
The “More is More” campaign premiered at the Cannes Lions Festival where our bright teaser banners were impossible to miss, then returned to New York to take over Times Square for Advertising Week.
We updated the AT&T AdWorks website in stages. We introduced a more user-friendly interface and made the website wholly responsive – a company-wide first for AT&T. But a modern, mobile-accessible site was just the beginning. AdWorks’ new whitepaper featured compelling case studies on the efficacy of their platform, and they needed to get it in the hands of market-movers. Our user-centered revision to the site drove a significant increase in whitepaper downloads and boosted audience awareness.