Brand Reasearch
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Background
Our research of AT&T as a brand and its services has been exhaustive. With over 30 in-depth interviews, over 500 survey respondents, 20 focus groups and 80hrs worth of observational research. After all this we filtered the most relevant data to gather our insights.
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Brand Perception
Phone carrier services have always been something secondary and has been a consequence of the family phone plan network. As Gen Z joins the “adult” world their choices towards brands revolve cost and relevance that adds to their identity. AT&T currently stands in the background as just one more option, lacking an identity that makes them stand out and find Gen Z where they are.
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Pain Points
1. Gen Z doesn’t think of or consider their phone carriers in general and their interactions with these brands are passive.
2. With Gen Z being primarily online , AT&T’s social media presence lacks awareness with the constant novelty that Gen Z seeks.
3. Gen Zs loyalty to big corporations is volatile and is mostly driven by their finances, meaning they switch from services in order to save a few bucks.
Strategy
Consumer Insight
Gen Z has a deep desire for connection, but doesn’t realize that they already have it with you.
Brand Insight
AT&T’s mission to deliver seamless worldwide coverage IS MORE IMPORTANT THAN EVER!
Strategy Statement
Get Gen Z to recognize their connections by showcasing the reality of AT&T’s worldwide coverage.
Pocket People
Pocket People are a playful representation of our strategy that also aligns with AT&T’s creative tone. We’re in reality, but we twist it, we let our audience see themselves in the ads in a fun way.
AT&T will transcend the “it’s just another bill” into a social bridge that feels personal with this generation. The public perception of AT&T will be synonymous with taking action in your relationships, which will distinguish them in their market as the ones that bring real-life connections.
Anticipated Impact
