AT&T Just OK Is Not OK Share: Critical Mass Score Awaiting client review n/a Date Published 2 August 2019 Reading Time 3-Minute Read How we created custom social content and found a new way to tell people that AT&T is the USA’s best carrier, without sounding like the competition. The Challenge Many wireless carriers claim to have the best service in the United 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 getaway. The work earned media buzz and way better than OK results, including a brand lift that was 3x higher than our benchmark. Our Insight It wasn’t enough for AT&T to say that they are objectively the best. Networks do it all the time (though many lean on dubiously narrow sets of statistics to do so). So, rather than draw attention to AT&T’s superiority, we focused on the other carriers—they weren’t bad. They were OK. That’s what most people think that about their network: it’s 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. Our Approach 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. Results 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 higher social click-through-rate (compared to AT&T average) 76% higher display click-through-rate (compared to AT&T average) Brand lift that was 3x higher than our benchmark
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