“We did a lot of insight research about how people live with technology,” said Esther Lee, senior vice president for brand marketing, advertising and sponsorship at AT&T in Dallas, which included “ethnographies, shop-alongs and spending time in people’s living rooms.” AT&T adopted "Rethink possible" as the theme of its advertising in a corporate image campaign that began in April 2012.
Two years later, the campagin is being refreshed with ads that are to begin appearing, some to introduce the new Nokia Lumia 900. Rather than sell specific products and services, the theme of these ads are inteded to "buff" AT&T's brand and promote the company as an innovator in telecommunications for consumer and business customers.
On top of "Rethink possible," new elements of the campaign will include the phrase, "It's what you do with what we do." This phrase is meant to acknowledge significant shifts in the marketplace since 2010, particularly how much more consumers want to be in control of brand experiences.
This new approach AT&T has been working with seems to sound like a practical way to advertise. Do you think this brand shift will focus on a new target market? Or will it just increase/decrease its popularity with its current market?
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