INTRO:
Since its inception, AT&T has enabled innovation, creating lines of connection that brought the world together. Yet, as a leader of the communications world, AT&T has lost its revolutionary origins.
Extensive audience research reveals that Gen Z connects differently. From niche corners of the internet to the global stage, you can’t pin them or their creativity down. Their connection is as unconventional as their humor.
However, their overconnectedness may be their downfall. Living in a flood of turbulent world events, impossible expectations, and constant comparison, Gen Z is drowning trying to keep up. Agency 907 thinks Gen Z is ready to see AT&T from a fresh perspective.
Through an emotional marketing campaign focused on empowering this audience of innovators, AT&T can once again live as a force for revolution in the new era of connection. Because for Gen Z,​ CONNECTING CHANGES EVERYTHING.
My Contributions
As Account Lead, I managed the entire campaign process from initial research to final presentation. In collaboration with our project managers, I helped coordinate team operations and ensured deadlines and deliverables stayed on track. I was directly involved in both primary and secondary research, insight development, and shaping our overall strategy. Partnering with our creative team, I oversaw the conception and production of all campaign materials. From crafting our plansbook to presenting our final pitch, I was engaged in every step of the process.
THE ASK:
OBJECTIVE:
INSIGHT:
How can we leverage ‘connecting changes everything’ to build brand love and increase the relevancy of a 150-year old brand amongst Gen Z?
Make Gen Z Crave AT&T
Gen Z is afraid to commit to themselves! Gen Z's timelines feel controlled by self-imposed pressures and societal expectations, haunted by missed milestones and those yet to come. They need to find contentment in the now, embracing the mindset: “I am where I am. There's nowhere else I should be.” Craving control and freedom, they want to connect on their own terms rather than out of obligation, seeking experiences driven by enjoyment, exploration, and self-discovery.
STRATEGY:
Show that AT&T understands Gen Z’s unconventional originality by celebrating playing with the rhythm of life.
Offbeat Planbook
Outlined in the plansbook is our research and strategy. Then leading into our creative and teasing a few of our deliverables, it explains our media strategy.
The Creative
Video Ad
We created a character that reflected our audience and created a story that is relatable and funny for our audience. By the end, we show our audience that AT&T is there to help you embrace your Offbeat-ness.
Social
The Offbeat campaign is designed to revamp AT&T’s social presence by meeting Gen Z where they are: TikTok, Instagram, and LinkedIn. Through bold, engaging content that encourages audiences to embrace their unconventional originality, AT&T can reposition itself as the lifestyle brand Gen Z craves.
SuperBowl Commercial
AT&T x Roblox
AT&T brings Ayo Edebiri, a cultural icon for Gen Z, to the world of Offbeat. Ayo is the first comedian to go to space and connect with extraterrestrial life, the AT&s from Planet AT&T, changing everything.
48% of Gen Z plays Roblox weekly. AT&T’s Offbeat Land will become their new favorite hangout; here, your not just a player; your a creator and collaborator, taking part in mini-games and interactive challenges.
World Cup Block Parties
AT&T's Offbeat Reddit Page
Offbeat Spotify Playlist
Out of Home
Offbeat Roadside attractions, the March Madness Offbeat cam, a Subway Station Domination, Bus Shelters, and Billboard help bring Offbeat to life in Gen-Z's world. These activations are places in our DMA's that contain the highest Gen-Z population and growing Gen-Z population.
AT&T Live
AT&T Live is a promotion that offers influencers and audience members alike the chance to apply for all-expenses-paid trips to major festivals nationwide. Whether it’s music, film, food or more, select attendees don’t just gain access; they’re immersed in experiences that align with their offbeat passions.
AT&T Initiatives
AT&T Makerspaces partnered with the Digital Divide Initiative and spotlights with AT&T's Dream in Black initiative affirm AT&T as a brand that aligns with Gen-Z's views.
