Briefing & Creative Development - Letting people drop their sh*t
AT&T Samsung
AT&T had a network exclusive as the only retailer to carry the new Samsung Galaxy S7 Active, giving AT&T the rare opportunity to talk about what people were truly interested when it came to a new device launch - what's different about this phone? At first I suggested we create a promo for people trading in their smashed phones (surreptitiously encouraging people to smash their phones for a new one). Once that direction was vetoed, we discovered an insight around the unexpectedly high number of people walking around with smashed screens or dilapidated devices. We realized this was not a niche market - but an everyday user, who just fumbled their device. Our job was to liberate them from the anxiety of destroying their device and let them know they could get the new phone only at AT&T. Once we landed the concept our goal was to make that worked for the medium - so truly social, searchable and native to platform content.
Contributions included:
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Audience insights
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Creative briefing
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Value proposition and RTB construction
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Channel and comms planning
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Ecosystem design
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Content-specific briefs based on search and social behaviors
Collaborated with some brilliant planners, account people and creatives to begin to chip away at the how-we-do-things mold for AT&T. A particular kudos to Sunny Lee, Casey Blackwood, Melissa Riiska and Deborah Von Kutzleben amongst many others for making this work happen.
Agency: BBDO Organic
