AT&T - M Life
In the midst of upheaval at AT&T between their tech teams in Seattle and corporate teams in New Jersey, we were asked to introduce some of the mobile technological advantages through various brand spots. I kept thinking, why don't we do away with the term 'wireless' and change it to 'mobile'? USA Today picked up on that:
Of those familiar with the ads, only 6% like them "a lot" vs. Ad Track's average of 22%. And 22% of consumers "dislike" the ads vs. the Ad Track average of 13%. And only 4% think they're effective, compared with the Ad Track average of 23%. Neve Savage, head of marketing communications for AT&T Wireless, counters that the best way to track the campaign is its results: 2 million hits on the company's Web site since the ads began, and 650,000 customers signed up in the first quarter, 150,000 more than the No. 3 wireless carrier promised Wall Street. AT&T Wireless might do better with ads promising a "wLife" since that would play off the wireless brand name. "The idea is never really explained. 'W' would probably help complete the puzzle for consumers." But Jeroen Bours, executive creative director at ad agency Ogilvy & Mather, New York, disagrees. "The word 'mobile' is much richer," he says, and he thinks the company should eventually change its moniker to AT&T Mobile. As for high dislike scores in Ad Track, Bours says: "You probably got the 2,000 people that got up on the wrong side of bed that day."