Cannes Lions

PHONE AND CELL SERVICES

BBDO NEW YORK, New York / AT&T / 2012

Awards:

1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

AT&T wanted to help young people convince their parents they deserve a new 4G smartphone for the holidays. But smartphones are pretty pricey gifts. If they really deserve one, they’d need a convincing argument.So we created Kent Wesley, the world’s #1 Facebook attorney, to help them prove they deserve one.Introducing 'You’ve Got a Case', a Facebook campaign that lets youngsters hire super-attorney Kent Wesley to convince their parents to buy them a 4G smartphone.Kent’s message was simple: If you think you deserve an AT&T 4G smartphone, don’t just ask. Ask Kent to ask.Just visit Kent in his stately Facebook office. With the help of his expert witnesses, Kent masterfully spins your specific profile information into an airtight legal argument, proving you deserve a 4G smartphone.

Your personalised 'court case' posts as a video to your parent’s Facebook wall, making Kent every kid’s secret weapon in getting the AT&T 4G smartphone they want.

Execution

Introducing 'You’ve Got a Case', a Facebook app that lets kids hire powerful attorney Kent Wesley to personally plead their cases for a 4G smartphone.

We positioned Kent as a real attorney, complete with his own digital ad campaign: banners, Facebook ads, Tweets from AT&T, and pre-roll films on Hulu and Funny or Die.Just visit Kent in his stately Facebook app, and he creates a customized case aimed directly at your holiday gift-giver. Users get a random combination of Kent’s expert witnesses who testify on your behalf.It puts you, your friends, your school, and all the stuff you like at the centre of a public trial for 4G justice.Kent masterfully spins everything about you into an airtight case that posts directly to your defendant’s Facebook wall, along with a link to 'settle out of court' by buying you the 4G phone you want.

Outcome

'You’ve Got a Case' created hilarious, customised content – but with a retail purpose. And it was a social and commercial success.Nearly half a million people consulted Kent. AT&T’s 4G smartphone sales marked a record quarter. And click-through rates to purchase were up to 5 times the benchmark.The verdict was unanimous. If you’ve got Kent Wesley…you’ve got a case.

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