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AT&T
"Away We Happened"

RAN IN: United States

CLIENT
AT&T

Laura Hernandez - Executive Director, Diversity Mktg.g
Shelly Riera - Director, Consumer Advt.

AGENCY
interTrend Communications *Lead Agency

James Kulp - Acct. Director
Neil Sadhu - Art Director


Rezonate Media *Lead Agency

Eileen Tran - Assoc. Media Director


SUMMARY

With the loss of the iPhone exclusivity and a highly competitive category, AT&T wanted to change brand perception among the influential "innovators," defined as Asian American Youth, in order to maintain and increase market share. We "rethought possible" by launching a crowd sourced, web series that by the end of the campaign, was trending toward a 50 point upswing in brand perception.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Mobile/Tablet

Audience: New Audience, Men, Women, Brand Influencers, Specific cultural or ethnic group, Teens (13-20), Young Men (20-35), Young Women (20-35)

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: Local,Regional,National,Multinational

Language: English