The TV campaign, called “The Internet Can’t Hide Anymore,” was developed by BBDO New York and BBDO Atlanta. The budget was undisclosed.
“The campaign objective is to reach mobile professionals who go on business trips in the U.S. and abroad, and need to access critical information,” said Laura Johnson, executive director-enterprise business at AT&T. “We want to communicate to the audience that we have a mobile broadband network that allows them to access information in more cities than anyone else.”
AT&T’s mobile broadband network debuted in October 2005 and is built on the GSM (global system for mobile communications) standard. It is now available in 165 major metropolitan markets.
In the TV campaign, AT&T shows a business executive using his laptop to retrieve information from unusual environments, including a pond, a hole, under a car and with search dogs while conducting an investigation.
“These are meant to be humorous and off the beaten path, to show proof of our superior network in terms of coverage,” Johnson said.
The ads are running on cable networks including CNN, Fox News and MSN.
At the end of each spot is a call to action urging users to call a toll-free number or visit a retail store to get a special offer of a Laptop Connect Card for $49.99.
The campaign will also include print ads, which will roll out in the fall, featuring the same businessperson shown in the TV spots, as well as more product-oriented ads that provide information about the Laptop Connect Card and AT&T network capabilities.
An online campaign will also run in conjunction with the traditional ads on sites including Bloomberg.com, CNN.com, and the Wall Street Journal Online.