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AT&T
It Can Wait: Drive For Pledges

RAN IN: United States

CLIENT
AT&T

Mark Wright - VP, Media Services & Sponsorships
Sabina Ahmed - Executive Director, Media Services
Robin Thomas - Director, Media Services

AGENCY
MEC *Lead Agency

Jen Soch - Managing Partner, Director of Planning & Strateg
Sarah Brasell - Director
Jessica Gagliardi - Sr. Partner, Sr. Director
Christopher Georgette - Sr. Assoc. Director
Karen Kwarta - Sr. Partner, Practice Lead
Caitlin Meagher - Manager
Sabrina Sass - Director


SUMMARY

Texting while driving is an epidemic that is quickly becoming one of the country's top killers, especially with millennial's. AT&T, feeling responsible to take a stand, launched the It Can Wait campaign in an effort to spark a national movement. With the goal of shifting millennial behavior, AT&T tapped into their obsession with connectivity through traditional and digital media efforts. AT&T has seen a +140% lift in daily traffic to the ICW site, received over 1M pledges and has received pledges from some of the most popular teen celebrities.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Sponsorship,Interactive,Radio

Audience: Brand Influencers,Teens (13-20),Young Men (20-35),Young Women (20-35)

Objectives: Increase awareness

Type: Business-to-Consumer

Classification: National

Language: English