AT&T Broadband B2C
Perforating Competitors’ Claims to Educate Consumers, YOY Subscriptions Up ⇧ 11%
Background Thousands of AT&T residential customers were switching to satellite each month, due in large part to perceptions that satellite offered a better picture, a greater variety of shows and lower prices.
AT&T TV
Opportunity Our research revealed that the majority of customers considering switching to satellite were unaware of its disadvantages, including additional fees for installation, additional set-top boxes and programming; disruption of service due to inclement weather; no bundled internet and phone and the high price per month after the introductory offer ended.
AT&T TV, Internet & Phone
Approach We developed campaigns which showed (in a light-hearted humorous way) how AT&T was a better value than satellite based on picture, sound and programming quality, picture reliability, bundling convenience and savings and more.
Attacking satellites’ disadvantages without denigrating current satellite customers was key. Our campaigns included digital, print, direct mail, PR, radio, TV and enhancements to the site.
AT&T Internet
Outcome One AT&T client said “customer acquisition and growth soared”. AT&T closed the first year of the campaign with an additional 1.2 million subscribers, an 11% increase year over year.
Agency Arnold