CASE STUDY: AT&T Broadband AT&T Digital Broadband, a division of AT&T Communications Corporation, was a digital cable media provider offering services for business and residential customers.
brief: Our marketing team at Digitas Boston created an innovative "alteration" to the iconic AT&T orb logo with a new and improved "faster-than-the-speed-of-light" movement-inspired brand. AT&T Digital Broadband was born.
approach: We incorporated this unprecedented branding campaign into countless sales materials and direct mail promotions across the country. The sell? To introduce an exceptional, high-speed digital internet experience to AT&T's new and existing customers/clients.
From the beginning stages of launch, to our holiday promotional efforts (again, taking the initiative to "alter" the iconic orb logo to incorporate the gift-giving season), the year-long promotion was an enormous success with a host of new B2B clients and residential customers.
results: It was last estimated that, within the first year of launch, more than 200,000 new subscribers either resigned their existing AT&T service contracts, signed new AT&T service contracts or transferred service from their previous internet providers. In the end, the ultimate success of AT&T's Digital Broadband sales campaign can only be measured in millions of dollars of profitable revenue within the first year alone.