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AT&T seeking "mobility-centric" identity
Posted: 11-Sep-2007 [Source: AT&T]

[AT&T launches new advertising campaign titled "Your Seamless World" promoting itself as a "mobility-centric company."]

San Antonio -- AT&T Inc. announced today the launch of new corporate advertising and marketing initiatives -- the next step in defining AT&T as the premier telecommunications company in the world.

For AT&T, the nation's largest wireless company, these campaigns follow initiatives undertaken in the past several months to underscore that AT&T is now a mobility-centric company capable of meeting the needs of today's mobile lifestyles. The new initiatives include:

-- A New Brand-Advertising Campaign. On Sept. 11, AT&T will kick off the "Your Seamless World" corporate ad campaign featuring mobility services and situations that speak to the on-the-go lifestyle of today's consumers and businesses. The ads will convey a younger, edgier and more contemporary style -- all attributes closely associated with wireless. AT&T hired Wes Anderson, noted director of several award-winning movies, including "Rushmore," "The Royal Tenenbaums" and "The Life Aquatic with Steve Zissou," to oversee six new TV spots dubbed College Kid, Reporter, Mom, Architect, Actor and Businessman. The campaign will target both general and multicultural audiences and will also include online, print and outdoor advertising. In addition, an online extension of the campaign, the AT&T Souvenir Store, will launch in October. On the site, visitors will be able to enter the cities and states where they visit or have personal connections to create a unique name that identifies those locations as a group. For example, New York, San Francisco and South Dakota may become "New Sanfrakota." Visitors can then purchase their own personalized "Your Seamless World" merchandise, such as T-shirts and bumper stickers.

-- An Online Interactive Initiative. On Sept. 24, AT&T will launch an innovative new campaign and Web site called "Digital World." Visitors to the site (at launch, it is available at http://www.att.com\digitalworld) will be able to create a "digital personality" by using modules of color to express how they use their digital world. Users will be able to export their digital file to their online community pages for others to see. Those who opt in will also receive incentives and details about AT&T products and services that match their interests, such as special offers on text messages. This campaign, which will include print and online advertising, is an example of how AT&T is working to contemporize its image among younger audiences.

-- A New Primary Corporate Color: Orange. Borrowing from its wireless group, AT&T has also embraced orange as the primary color in its palette; blue will remain the color of the corporate logo and function as a color in a secondary, complementary color palette. Ads, company signage and even the company's Web site are all undergoing a color makeover.

"The new initiatives are designed to highlight how AT&T helps connect people to their worlds wherever they live and work," said Randall Stephenson, AT&T chairman and CEO. "We want to ensure this message is reflected in our brand."

During the past several months, AT&T has been strategically transforming the brand into one that is mobility-centric. The company kicked efforts into high gear in early May to prepare for the launch of one of the most highly anticipated wireless products to hit the market in recent years, the iPhone. The accelerated push -- which included new AT&T signage at 1,800 company-owned stores and re-branded billing materials, handsets and packaging among other efforts -- took the company's branding initiatives to the next level.

Within weeks of the late June iPhone launch, awareness of AT&T as a wireless brand surpassed the Cingular brand for the first time and customers recognized AT&T as the "best" or "one of the best" companies in the wireless space.

"The AT&T brand is one of our most important assets," said Cathy Coughlin, AT&T senior executive vice president and global marketing officer. "The new campaigns highlight AT&T's leadership in wireless and our extensive portfolio of communications services that keep our customers connected."

The company's efforts to sell wireless and wired services have been equally successful. By year end, AT&T will have launched more than a dozen of its largest AT&T Experience Stores(SM), and hundreds of smaller Experience Stores across the country.

AT&T Experience Stores today represent the company's premier retail locations and showcase the company's extensive portfolio of wireless, broadband and video services under one roof, in an engaging and interactive setting.

In the Southeast region, the BellSouth brand transition to AT&T has also reached new heights. Surveys of individuals in the Southeast indicated top-of-mind awareness of the AT&T brand exceeded BellSouth within 30 days of the merger close, and recent surveys indicate AT&T has since surpassed BellSouth's incumbent brand preference in the Southeast.

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