AT&T: The Last Text
BBDO New York
Entry Information
Category: Business and Consumer ServicesCountry where program ran: United StatesDate program started/ended: March 2010-Present
Product Description: An integrated campaign using actual "last texts" (messages people were reading/writing when involved in an auto accident) showing the huge impact these trivial messages had on people's lives.
Advertiser/Client Name: AT&TMedia Channels: Print TV/Video/Radio
Strategy
Marketplace challenge:
Drivers who use handheld devices are four times as likely to get into crashes serious enough to injure themselves. (Source: Insurance Institute for Highway Safety) Yet these figures...