Case Study
In 2006, AT&T decided to launch U-verse – the first fully interactive IPTV (Internet Protocol Television) network in the world. U-verse needed to live and breath as an entertainment property. To achieve such an ambitious goal, AT&T partnered with us to develop a complete brand identity and personality for U-verse; create and program branded entertainment channels; and to manage various entertainment portals for this game-changing new digital service.
On the branding side, we had to develop and design an entire brand personality for the U-verse service–with little more than a technical tour of the yet-to-be-released platform. The branding needed to be seamless across U-verse’s on-air, in-store, online and mobile applications, communicating its superior functionality and ease of use.
On the content side, we needed to develop the format and programming for U-verse’s pay-per-view, on demand, and “buzz” channels, as well as create and produce the monthly content for these shows.
Overall, AT&T and U-verse needed to look and act like an entertainment property, and consumers needed to perceive U-verse as a premier entertainment destination.
We devised a creative and strategic approach that transformed the AT&T brand into a dynamic provider of entertainment content, moving them beyond simply a conveyer of information and communications.
To successfully introduce a new entertainment brand in a crowded marketplace, we had to not only create innovative original content but also an entire entertainment experience in order to differentiate AT&T from the competition.
That experience had to live across all consumer touch points in order to maintain consistency and a genuine commitment to the evolution of the brand.
We also helped AT&T build its subscriber base by creating and producing a U-verse broadcast campaign for AT&T Experience stores, as well as retailers such as Wal-Mart and Best Buy. With subscribers growing at a rapid pace, AT&T U-verse is on course to reach the majority of all US households.
