Cannes Lions

AT&T Cinema

BBDO NEW YORK / AT&T / 2019

Awards:

3 Silver Cannes Lions
5 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Background

With the purchase of DIRECTV and the development of its own content, AT&T has been emerging as a player in the entertainment industry. The purpose of this project was to highlight the massive breadth of content they have to offer. The assignment was to prove to content-craving movie lovers, who are unfamiliar with AT&T as an entertainment company, that AT&T is a new source for a massive amount of content that’s relevant to them.

Idea

We created genre-bending films with stories that seamlessly transition from romantic comedy to horror, suspense to musicals and sports drama to sci-fi—taking advertising-wary audiences completely by surprise. These films were created specifically for theater-going audiences, with :90 placements in thousands of cinemas nationwide.

Strategy

AT&T’s mission is to give you more of what you love. And their unlimited plans give you access to an enormous library of content. So our films bounce from one genre to an opposing genre to illustrate that you can get the content you love, whatever it may be.

Execution

We partnered with National CineMedia, to run the films in 800 movie theaters across the states. They ran before nearly every movie in 2018. “Surprise” was released on June 18th, “Bus” was released on August 18th and “The Shot” on November 23rd.

Outcome

The films were a massive success for AT&T. 76% said its style had a positive influence on their opinion of AT&T. In a Real Eyes study measuring emotional responses, the films performed in the 80th percentile and with engagement rates 10% higher than the industry average. Copy tests revealed that ad breakthrough was twice as high as benchmarks. Key perceptions of brand persona were 34% higher than benchmarks. 68% of respondents agreed that AT&T empowered them to get more of the things they love.

Similar Campaigns

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TRANSLATION, New york

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2020, AT&T

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