AT&T Advanced Business Solutions debuted new TV ads April 9 during the Masters Golf Tournament, using real customer stories to show how its networking solutions can help transform businesses.
BBDO New York created the three new spots, which extend AT&T's “Network of Possibilities” campaign. Each features an AT&T business customer.
“This is a path we have been on to really humanize the AT&T brand and become much more relatable to our business customers,” said Alicia Dietsch, VP-marketing communications for AT&T's Advanced Business Solutions. “Two years ago, we started this effort for AT&T Advanced Business Solutions to attempt to reframe what we could do for business customers. We were really trying to describe the kind of transformation that could be made possible when business customers choose AT&T solutions.”
Dietsch said the campaign began with small-business customers, and this year the effort was extended to feature AT&T enterprise customers, including Amtrak, Hertz Corp. and Nuccio Heating and Air Conditioning.
“This year, the Masters Tournament gave us the perfect opportunity to show the breadth of what's possible for SMB and enterprise customers,” Dietsch said. “We are targeting people within businesses who appreciate how technology can fundamentally change the way they work and transform business.”
One spot features Amtrak, which created a mobile ticketing system using AT&T technology. In the spot, called “Changes,” business executives are traveling on an Amtrak train to Philadelphia when they learn their meeting has been rescheduled for New York. Using their mobile phones, they're able to change their tickets just in time for the conductor to come by and scan them.
Another spot features Hertz, which used AT&T technology to create a live customer service application using kiosks. In the spot, called “Lone Traveler,” a man arrives by plane at a small, remote airport in Alaska. He wanders down a deserted hallway, then finds a Hertz kiosk, where he is connected to a live customer service rep. “Are you a real person?” he asks, to which the Hertz rep answers, “I am. How can I help you?”
In a third spot, “Birthday Party,” the air conditioning goes out during a child's birthday party in Florida. As the ice sculpture starts to melt and icing on the cake drips, a Nuccio technician is rerouted to the party, using mobile technology developed by AT&T. Once there, he fixes the problem and takes a mobile payment, all in time to save the party.
AT&T also ran an existing spot for Genco Services, an equipment rental company for which it developed a mobile inventory system, and a PSA spot about not texting while driving, during the Masters Tournament.
The “Network of Possibilities” campaign includes a website at att.com/transform and is being supported by social media as well.