AT&T Business Solutions: BlackBerry 10 Launch

In early 2013, BlackBerry — the brand once synonymous with business and productivity — was struggling to shake off the perception that it was an aging dinosaur. The company launched its new BlackBerry 10 device with hopes that it would regain its lost relevance. The launch was a high priority for our AT&T Business Solutions client and we were tasked with delivering a campaign that would convince AT&T business customers to consider BlackBerry again.

Working closely with brand planning, print production and the account service team, we delivered an array of concepts that surprised and challenged our clients. In the end, we convinced them to roll out with two new formats, pitting the two against each other in a creative test. I also led the charge to move to responsive design emails, starting with this campaign.

The creative was some of our best work to date and the results proved it out. Our new direct mail formats had a conversion rate more than double our 2013 average. And our responsive email exceeded our open rate and click through goals by 156% and 141%, respectively. And last — but certainly not least — the Pull-Tab DM brought home the DFW American Marketing Association Marketer of the Year Award for Direct Mail.