AT&T Wireless Services Inc. launched a new brand advertising campaign, which the company said would invoke the carrier’s former corporate parent AT&T Corp.’s heritage and encourage people to “reach out on the wireless service America trusts.”
AT&T Corp., which spun-off AT&T Wireless in 2001, debuted its “reach out” campaign in 1979 showing people how easy technology makes it to stay in touch.
“AT&T Wireless’ new advertising adapts this great heritage to the way we live now,” noted Michael Sievert, chief marketing officer for AT&T Wireless.
The carrier has high hopes for the campaign, which is scheduled to begin Oct. 12 and will include television, print, retail and outdoor advertising.
“Where much wireless advertising is a barrage of information on the latest equipment discounts or free-minutes offers, our new brand campaign shows moments of personal connection that our customers trust AT&T Wireless will make happen,” explained Sievert. “Speaking directly to why people really count on wireless, the campaign will help us show that there is a real difference between wireless companies. In so doing, we will build customer loyalty and attract profitable new subscribers.”
The new campaign is expected to usurp the carrier’s indifferently received mLife campaign, which AT&T Wireless launched during Super Bowl XXXVI in February 2002.
While a number of carriers have tried to move away from pricing comparisons in their advertising, consumer surveys have repeatedly shown that pricing remains one of the most important factors for consumers when deciding on wireless service.
