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. AT&T Digital Broadband was a client that I worked on extensively at Digitas, Boston (unaffiliated with DiPersioDesign, Creative Marketing).
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. Thus, 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 and 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 the campaign, thousands of new subscribers either re-signed 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 holiday sales campaign was likely measured in millions of dollars of profitable revenue during its year-long run.