AT&T: You've got a case

BBDO New York

Advertiser: AT&T
Brand: AT&T
Country: USA

Objectives

The category of wireless service is dominated by the big four national carriers (Verizon, AT&T, Sprint, and T-Mobile). The majority of youth-targeted marketing in the category falls to the prepaid carriers such as Boost and Virgin.

The relationship between youth and their cell phones is unique. An independent study done among 7,000 young people revealed a staggering 53 per cent of young people would rather give up their sense of smell than give up the technology that they use in their lives everyday.1 Yet, despite the critical role it plays in their lives, almost 70% of youth have no influence in the purchase of wireless service.2