NATIONAL ADDYS

Work done while at Wunderman Thompson

Uncontrollable World
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THE SITUATION

AT&T had been struggling with the customer adoption of their myAT&T app which was designed to offer customers an amazing amount of control when it came to managing their account. They needed to drive awareness and usage of the app.

THE SOLUTION

We developed a multi-channel campaign that conveyed the idea that, while the myAT&T app can’t control everything, it can offer a little slice of control in a world that’s otherwise feeling like it’s gone off the rails. The “Control in an Uncontrollable World” campaign consisted of TV, pre-roll, print, and social (static, carousel and video) and increased downloads of the app by a staggering 72%.