Cannes Lions

AT&T Pride 2022

AT&T, Dallas / AT&T / 2023

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Overview

Entries

Credits

Overview

Background

Over the past four decades AT&T has been unwavering in its dedication to connect the LGBTQ+ community to advocacy, inspiring content, and uplifting events. Most recently, AT&T has taken its commitment a step further with the national Turn Up the Love Campaign. Turn Up The Love (TUTL) is the ultimate expression of AT&T's commitment to the LGBTQ+ community representing a targeted omni-channel approach to growing customer relationships.

Idea

The idea was to drive traffic and 'Turn Up the Love' in the AT&T Flagship stores while also creating fun experiences and interactions for consumers.

Strategy

A full-funnel mixed-media plan included a hybrid experiential and digital campaign with 4 live events featuring emerging talent alongside a comprehensive programmatic content series with 13 episodes and 2 live to tape streaming performances that aired to over a million viewers.

Execution

Live events took place in AT&T’s flagship stores in Chicago, Dallas and San Francisco. LGBTQ+ artist, Zipeng Zhu, inspired each store’s transformation with his vibrant illustrations. Every thoughtfully crafted element served as the perfect backdrop for the performances by singer-songwriter, VINCINT, and emerging artists who are members and allies of the LGBTQ+ community.

Four in-store interactive experiences, all designed to inspire connection, celebration and love took the campaign to a new level. Immersive, interactive experiences including a Listening Sound Booth, Touchscreen Music Creator & customizable selfie experience drove campaign awareness while sharing the fun and excitement of the in-store events.

Outcome

Central to the success of this campaign was AT&T’s partnerships with The Trevor Project, The Center on Halsted, Encircle, Rainbow Media Co and ATTN: LiveOne.AT&T’s Turn Up the Love continues to advance its mission to amplify LGBTQ+ voices and harness the power of musicians and artists as universal truth-tellers to create awareness of the importance of love and acceptance. A Trevor Mobility Offer - Supported LGBTQ+ youth. AT&T donated $500 to The Trevor Project with qualifying purchases.

This campaign received a 98% positive sentiment among the 108 million people reached. AT&T’s Turn Up the Love continues to advance its mission to amplify LGBTQ+ voices and harness the power of musicians and artists as universal truth-tellers to create awareness of the importance of love and acceptance.

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