AT&T - Unlimited

Situation

T-Mobile introduced an unlimited data plan in early 2017 that completely upended the telecom industry. Within weeks, all four carriers came out with new unlimited plans.

Though each carrier claimed a competitive advantage (T-Mobile was the ‘uncarrier’, Verizon touted network superiority), all consumers heard was “Unlimited”

The assignment

A digital/social campaign that pushes AT&T’s above the clutter, and repositions AT&T as a leader redefining the category.

Strategic Approach

Everyone else’s Unlimited Data plans only offer you connectivity.
AT&T’s Unlimited plan gives you all that plus the entertainment you love.

Creative Platform

Unlimited Entertainment

We want, expect, and deserve unlimited access to the entertainment we love, whenever and wherever we want it. Today we consume more entertainment on our devices than anything else. Phones aren’t just phones, they’re our on-demand entertainment hubs.

Don’t settle for ordinary unlimited data plans. Only AT&T gives you Unlimited Entertainment.

We created over unique 40 ads based on our audience’s entertainment interests that ran across Instagram, Twitter, Facebook, and Snapchat as well as pre-roll.

Here are two of my favorites: