AT&T's most expensive campaign ever their biggest flop

 
 

AT&T's most expensive campaign ever their biggest flop

AT&T has rolled out the biggest ad campaign in the history of AT&T and SBC Communications. The national campaign with the slogan "Your world. Delivered." is expected to run in the hundreds of millions of dollars. The ad campaign which pits the telco against cable operators who already sell telephone services debuted on TV on New Year's Eve and may prove to be the first mistake they made.
See sarcastically headlined Oh boy! Now at last AT&T offers blogging flickr photos and venom posted in blogs - the poster which reads "Blogging delivered" is causing laughing fits all over the web. AT&T can kiss my RSS says horsepigcow who also has a photo of an AT&T printad which reads "Your delivered". Yeah "Your delivered" not You're. Eff knows what it's supposed to mean. Perhaps AT&T can explain?
I guess the "blogging delivered" one - apart from piggybacking on current hype - is meant to mean that they deliver the net to you, therefore they deliver the blogging you do to you. I want to see "Spam delivered" and "Viruses delivered" posters now, while they're at it, taking credit for shit they don't do.

Adland: 

Comments

just pimping a friend's blog on the subject - but then again he shows the strategy they can now follow.

match-your-advertising-strategy-with-digital-content-or-pay-the-price.html

If AT&T were actually speaking to bloggers and other web-savvy audiences then I

I think the print ad is supposed to be read as "Your world delivered." Not that it isn't WAY too much of a stretch.

Don't tell me about my world AT&T. This is where the concept fails. I know even as a Creative it's tempting to do the "Your blah-de-blah". It's been done and it's usually hard to really connect to the consumer. Especially with something as broad as telecom. The creative doesn't get the concept across very well or very interesting. I just don't care. It's also just a big challenge for a company as large as AT&T (and for those who probably don't know much about it's current status think of it as huge from before it went away) to really say they know what my world is. or yours.

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