Texting and DrivinghellipIt Can Wait
Ali SettelBenny Patterson
Purpose
bull ATampT heightened the public‟s awareness on the
dangers of texting and driving
bull The ldquoIt Can Waitrdquo campaign was created by ATampT
for consumers to be safe while using their
technology
bull As the first major preventative initiative by any
major carrier ATampT‟s emergence would lead them
to higher sales and greater recognition
Objectives
bull Focus groups explored campaign concepts that
would resonate best with consumers
bull ldquoTexting amp Drivinghellip It Can Waitrdquo introduced a
simple core message that allowed the company to
begin planning for the campaign‟s launch
bull A cross-functional team consisted of business
units for advertising corporate communications
external and public affairs and marketing
Programming
bull ATampT‟s bdquoaha‟ moment
bull Phase 1Launched via Facebook and Twitter
bull Phase 2 Rolled Out National Press Release
bull Phase 3 Announced $250000 Donation
bull Phase 4 Launched Documentary
Phase 1
Phase 2
Phase 3
Phase 4
ResultsSUCCESSFUL YES
bull 27400 Facebook Pledges
bull Within Dozens of Facebook Postshellip
bull 5220+ Likes
bull 1600+ Comments
bull 3100+ Tweets After Launching Documentary
bull 18100+ Employees Have Taken Pledge
bull ParentTeen Pledges Created
bull Posters Created for all ATampT Stores that say ldquoNO TEXTING amp DRIVING IT CAN WAITrdquo
bull Gained more consumers
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
Purpose
bull ATampT heightened the public‟s awareness on the
dangers of texting and driving
bull The ldquoIt Can Waitrdquo campaign was created by ATampT
for consumers to be safe while using their
technology
bull As the first major preventative initiative by any
major carrier ATampT‟s emergence would lead them
to higher sales and greater recognition
Objectives
bull Focus groups explored campaign concepts that
would resonate best with consumers
bull ldquoTexting amp Drivinghellip It Can Waitrdquo introduced a
simple core message that allowed the company to
begin planning for the campaign‟s launch
bull A cross-functional team consisted of business
units for advertising corporate communications
external and public affairs and marketing
Programming
bull ATampT‟s bdquoaha‟ moment
bull Phase 1Launched via Facebook and Twitter
bull Phase 2 Rolled Out National Press Release
bull Phase 3 Announced $250000 Donation
bull Phase 4 Launched Documentary
Phase 1
Phase 2
Phase 3
Phase 4
ResultsSUCCESSFUL YES
bull 27400 Facebook Pledges
bull Within Dozens of Facebook Postshellip
bull 5220+ Likes
bull 1600+ Comments
bull 3100+ Tweets After Launching Documentary
bull 18100+ Employees Have Taken Pledge
bull ParentTeen Pledges Created
bull Posters Created for all ATampT Stores that say ldquoNO TEXTING amp DRIVING IT CAN WAITrdquo
bull Gained more consumers
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
Objectives
bull Focus groups explored campaign concepts that
would resonate best with consumers
bull ldquoTexting amp Drivinghellip It Can Waitrdquo introduced a
simple core message that allowed the company to
begin planning for the campaign‟s launch
bull A cross-functional team consisted of business
units for advertising corporate communications
external and public affairs and marketing
Programming
bull ATampT‟s bdquoaha‟ moment
bull Phase 1Launched via Facebook and Twitter
bull Phase 2 Rolled Out National Press Release
bull Phase 3 Announced $250000 Donation
bull Phase 4 Launched Documentary
Phase 1
Phase 2
Phase 3
Phase 4
ResultsSUCCESSFUL YES
bull 27400 Facebook Pledges
bull Within Dozens of Facebook Postshellip
bull 5220+ Likes
bull 1600+ Comments
bull 3100+ Tweets After Launching Documentary
bull 18100+ Employees Have Taken Pledge
bull ParentTeen Pledges Created
bull Posters Created for all ATampT Stores that say ldquoNO TEXTING amp DRIVING IT CAN WAITrdquo
bull Gained more consumers
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
Programming
bull ATampT‟s bdquoaha‟ moment
bull Phase 1Launched via Facebook and Twitter
bull Phase 2 Rolled Out National Press Release
bull Phase 3 Announced $250000 Donation
bull Phase 4 Launched Documentary
Phase 1
Phase 2
Phase 3
Phase 4
ResultsSUCCESSFUL YES
bull 27400 Facebook Pledges
bull Within Dozens of Facebook Postshellip
bull 5220+ Likes
bull 1600+ Comments
bull 3100+ Tweets After Launching Documentary
bull 18100+ Employees Have Taken Pledge
bull ParentTeen Pledges Created
bull Posters Created for all ATampT Stores that say ldquoNO TEXTING amp DRIVING IT CAN WAITrdquo
bull Gained more consumers
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
Phase 1
Phase 2
Phase 3
Phase 4
ResultsSUCCESSFUL YES
bull 27400 Facebook Pledges
bull Within Dozens of Facebook Postshellip
bull 5220+ Likes
bull 1600+ Comments
bull 3100+ Tweets After Launching Documentary
bull 18100+ Employees Have Taken Pledge
bull ParentTeen Pledges Created
bull Posters Created for all ATampT Stores that say ldquoNO TEXTING amp DRIVING IT CAN WAITrdquo
bull Gained more consumers
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
Phase 2
Phase 3
Phase 4
ResultsSUCCESSFUL YES
bull 27400 Facebook Pledges
bull Within Dozens of Facebook Postshellip
bull 5220+ Likes
bull 1600+ Comments
bull 3100+ Tweets After Launching Documentary
bull 18100+ Employees Have Taken Pledge
bull ParentTeen Pledges Created
bull Posters Created for all ATampT Stores that say ldquoNO TEXTING amp DRIVING IT CAN WAITrdquo
bull Gained more consumers
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
Phase 3
Phase 4
ResultsSUCCESSFUL YES
bull 27400 Facebook Pledges
bull Within Dozens of Facebook Postshellip
bull 5220+ Likes
bull 1600+ Comments
bull 3100+ Tweets After Launching Documentary
bull 18100+ Employees Have Taken Pledge
bull ParentTeen Pledges Created
bull Posters Created for all ATampT Stores that say ldquoNO TEXTING amp DRIVING IT CAN WAITrdquo
bull Gained more consumers
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
Phase 4
ResultsSUCCESSFUL YES
bull 27400 Facebook Pledges
bull Within Dozens of Facebook Postshellip
bull 5220+ Likes
bull 1600+ Comments
bull 3100+ Tweets After Launching Documentary
bull 18100+ Employees Have Taken Pledge
bull ParentTeen Pledges Created
bull Posters Created for all ATampT Stores that say ldquoNO TEXTING amp DRIVING IT CAN WAITrdquo
bull Gained more consumers
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
ResultsSUCCESSFUL YES
bull 27400 Facebook Pledges
bull Within Dozens of Facebook Postshellip
bull 5220+ Likes
bull 1600+ Comments
bull 3100+ Tweets After Launching Documentary
bull 18100+ Employees Have Taken Pledge
bull ParentTeen Pledges Created
bull Posters Created for all ATampT Stores that say ldquoNO TEXTING amp DRIVING IT CAN WAITrdquo
bull Gained more consumers
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
SOURCES
bull httpwwwattcomgenpress-
roompid=17943ampcdvn=newsampnewsarticleid=30825ampmapcode=
bull httpwwwattcomgenpress-
roompid=18856ampcdvn=newsampnewsarticleid=31449ampmapcode=community|wireless
bull httpwwwattcomgenpress-roompid=2964
bull httpwwwattcomfbid=tZHLtimTeR8
Recommended