Many wireless carriers claim to have the best service in the Unites States, but AT&T has the numbers to back it up. The other carriers? Well, they’re OK. But if you ask us, “just OK is not OK.” To spread the message, we used a series of display videos and “how-to” clips that made a joke out of mediocrity and helped audiences see the absurdity of settling for less than the best—a crème brûlée gone wrong, a boxer undone by bad coaching, a getaway driver who doesn’t get away. The work earned media buzz and way better than OK results, including a brand lift that was 3x higher than our benchmark.
Through a series of digital videos, we show what happens when we settle for less-than-the-best service. Our message: “Networks, like coaches (or detectives, or getaway drivers), should never be just OK.” And each video features the hilariously unfortunate results. We even created custom social content featuring fake how-to videos based on trending video topics. Our content had a hipper vibe, but it had to be grasped by everyone, and it had to resonate with the many subcultures across the US.
AT&T has spent years investing in a bigger, more reliable wireless network. They ran a study of massive proportions, geographically and categorically speaking. And it turned out that on a truly empirical basis, they really are the nation’s best wireless carrier overall. Our task was to find a new way to tell people that AT&T is the nation’s best carrier, without sounding like the competition.
Rather than draw attention to AT&T’s superiority, we focused on the other carriers—they weren’t bad. They were OK. By exploring the pitfalls of “just OK” service in a memorable way, we could help wireless consumers understand AT&T’s superiority in a new light. The campaign brought home great business results: 2x social click-through-rate (compared to AT&T average), 76% higher display click-through-rate (compared to AT&T average), and brand lift that was 3x higher than our benchmark.