Cannes Lions

WIRELESS VOICE AND DATA SERVICES

MEDIAEDGE:CIA, Miami / AT&T / 2002

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Credits

Overview

Description

Rino Scanzoni/Mediaedge:cia/President, BroadcastJoe Strickoff & Scott Burbick/Mediaedge:cia/out of home groupMatt Albert/Senior Advertising Manager/AT&T WirelessCreative Agency/Ogilvy & Mather There were two phases to the mlife campaign: a Teaser and a Launch. For the teaser, we wanted to create an unmistakable buzz and curiosity about mlife, integrating media strategies with PR and guerilla tactics.The target audience for mlife comprised virtually all wireless customers, including consumer and business users, but with the emphasis on consumers. Therefore the demographic target was Adults 18-49, 50/50 male/female, with above-average income and education levels.As mentioned earlier, the strategic goal of the teaser was to make an impact in the two weeks leading up to the Super Bowl, using multiple media in both expected and unexpected places. A typical weekly expression of GRPs, Reach and Frequency would not get us where we needed to be. Our strategic goal translated to a Communication Goal of reaching approximately 50% of the target audience once or twice a day over two weeks, a net reach of 95% for the campaign, with an average frequency of at least twelve exposures…a tall order in a two-week timeframe and with the budget available The pre-Super Bowl period provided the perfect opportunity to launch mlife.

To begin, we aired 15” teasers in the NFL Play-offs and Golden Globe Awards. Despite late negotiations we secured studio signage in the NFL Play-off pre-game show that plastered mlife on nearly every surface on the set. Underneath these high profile TV events was an on-going presence on Primetime and Cable, increasing in weight the closer it got to the Super Bowl to build momentum. There were schedules on ESPN and other pre-Super Bowl programming - even the Food Network’s Super Bowl tailgate party show. Complementing TV was Network and Local Radio (back to back :30’s) in drive-time leading up to, and within the Super Bowl broadcast, timed to air no later than 8:30pm when the 3rd Qtr. would begin and the launch spot would be revealed on TV.On the Friday and Saturday prior to the game we ran ¼ page ads in the sports sections of newspapers across the country. And, we ran a 1/3 page in TV Guide’s Super Bowl issue and positioned the unit adjacent to the program grid where the game was featured – where brand advertisers virtually never run ads. We also took advantage of graphics on TV Guide’s Interactive Program Guide which is deployed on high-end and digital TVs in 16MM households.And for 2 weeks there were taxi tops, fly-posting, airport billboards and bulletins throughout the country all teasing America with “What is mlife?”. These media were not only impactful but also extremely cost-effective.Finally, the biggest component was the Super Bowl itself: five 15” during the pre-game, with mlife studio treatment and “banter” where we got the commentators to talk about mlife (Chris Collingsworth “Hey, JB, what’s mlife?” JB: “I have no idea. Guess we’ll find out later in the game.”). This “banter” has never before been afforded an advertiser in the Super Bowl. During the game, we had two spots per quarter in the first half (Fox again broke the rules for us by re-formatting the commercial breaks to accommodate 15”) culminating with a 60” ‘reveal spot’ in the first break in the action in the ‘A’ position in 3rd Qtr. We road-blocked Super Bowl Sunday with heavy schedules in counter-programming throughout the pre-game and in-game period. The morning after, we ran full-page newspaper ads and heavy early morning TV to ride the wave of post-game excitement. What is mlife? It’s an idea from AT&T Wireless that you are connected in new, exciting ways to the people and things you care about – it’s your life made truly mobile.This entry focuses on the teaser campaign for the launch of mlife, which began with multiple 15-second TV spots from Ogilvy & Mather. The media challenge, to make a major impact in just two weeks leading up to the Super Bowl where a 60-second spot would reveal the meaning of mlife to over 80 million people.With this two-week window of opportunity the media team saw the need to achieve broad reach on a daily basis. We recommended translating the TV idea across as many media as possible, recognizing that strong daily impact could only happen with a multi-media campaign.

We identified every opportunity to maximise a large investment in the Super Bowl by creating an association between the teaser and the game itself – leveraging the excitement of post-season football. This included TV, print, out-of-home, radio and new electronic media. (Note: this entry does not include the online activity, as Mediaedge:cia is not AT&T Wireless’ online agency.)The teaser was designed to surround consumers in unexpected places to signal that important changes were coming. Both the strategy and results of this campaign are special. It was designed to go far beyond creating awareness, the challenge being to create a ‘buzz’.

Well, both the buzz and the tracking results were phenomenal:Jay Leno recognized mlife on The Tonight Show by doing a parody of the campaign. This was unsolicited; you might expect a Marlboro Man parody, but not often one of a four-week old campaign.Heaviest website traffic (to mlife.com) in Super Bowl history: - four times greater than that of Pepsi/Britney Spears site (Jupiter Media Metrix)Advertising awareness jumped by double-digits to the highest levels in AT&T Wireless brand’s history on record.Some published quotes:“All the questions generated by an elaborate ‘teaser’ campaign for AT&T Wireless, including four commercials in the first two quarters of the (Super Bowl) game, were answered in the 3rd quarter when a 60-second spot revealed that “mlife” is the mobile way to live.” - Stuart Elliott, New York Times, 2/5/02“I don’t know about you, but I was completely surrounded by mlife – whether in my living room, on the internet, reading the newspaper, or hailing a cab.” Joseph Jaffe, Director, Interactive Media, TBWA/ Chiat Day 2/14/02

Execution

What is mlife? It’s an idea from AT&T Wireless that you are connected in new, exciting ways to the people and things you care about – it’s your life made truly mobile.This entry focuses on the teaser campaign for the launch of mlife, which began with multiple 15-second TV spots from Ogilvy & Mather. The media challenge, to make a major impact in just two weeks leading up to the Super Bowl where a 60-second spot would reveal the meaning of mlife to over 80 million people.With this two-week window of opportunity the media team saw the need to achieve broad reach on a daily basis. We recommended translating the TV idea across as many media as possible, recognizing that strong daily impact could only happen with a multi-media campaign.

We identified every opportunity to maximise a large investment in the Super Bowl by creating an association between the teaser and the game itself – leveraging the excitement of post-season football. This included TV, print, out-of-home, radio and new electronic media. (Note: this entry does not include the online activity, as Mediaedge:cia is not AT&T Wireless’ online agency.)The teaser was designed to surround consumers in unexpected places to signal that important changes were coming.

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