Ali presentation

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

FACEBOOK

TWITTER

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=


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









Programming






Phase 1

FACEBOOK

TWITTER

Phase 2

Phase 3

Phase 4




bull 5220+ Likes

bull 1600+ Comments






SOURCES







Objectives









Programming






Phase 1

FACEBOOK

TWITTER

Phase 2

Phase 3

Phase 4




bull 5220+ Likes

bull 1600+ Comments






SOURCES







Programming






Phase 1

FACEBOOK

TWITTER

Phase 2

Phase 3

Phase 4




bull 5220+ Likes

bull 1600+ Comments






SOURCES







Phase 1

FACEBOOK

TWITTER

Phase 2

Phase 3

Phase 4




bull 5220+ Likes

bull 1600+ Comments






SOURCES







Phase 2

Phase 3

Phase 4




bull 5220+ Likes

bull 1600+ Comments






SOURCES







Phase 3

Phase 4




bull 5220+ Likes

bull 1600+ Comments






SOURCES







Phase 4




bull 5220+ Likes

bull 1600+ Comments






SOURCES










bull 5220+ Likes

bull 1600+ Comments






SOURCES







SOURCES







Technology

Ali presentation