Best Telecommunication Rich Media Online Ad

AT&T’s U-verse TV is a relatively new service in the marketplace, offering consumers a much-awaited alternative to cable. To create awareness of this service, AT&T has conducted a big media push, evolving from an overall awareness campaign, to advertising that focuses on specific benefits. This concept, “Couch Potato,” was created as part of a campaign focusing on the Total Home DVR feature of U-verse TV, which allows users to access their DVR from anywhere in their home. Targeted at 29-49 year old TV enthusiasts, our objective was to build awareness and drive online sales for U-verse TV. This concept plays upon a familiar reference for TV watchers: the couch potato. Executed as both standard and rich media (shown here), this idea puts a spin on the “traditional” definition of a couch potato, by placing our character not just on a couch, but on a bed and in a chair as well. We communicated our key message in a lighthearted but effective way: with U-verse TV, you are not just stuck on the couch; you can record your shows on one DVR and play them back on any room in the house. Our rich media execution invited users to “show the world how you veg out.” The banner allowed users to upload a photo, add accessories and choose an environment. Our “Couch Potato” concept has proven to be not just engaging but effective as well, being one of the top-performing online ads for AT&T U-verse TV.

Contributors:

Creative Director:	Eric Livingston
Associate Creative Director:	Kelly Beck
Senior Account Director:	Amy Ferranti
Account Supervisor:	Valori McMillen
Senior Account Executive:	Britney Puryear
Project Manager:	Beth Dethlefsen
Art Director:	Chris Lennartz
Senior Copywriter:	Justin Anderson
Flash Designer:	Nolan Seaton
Sr. Presentation Layer Developer:	Romke de Haan

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Location: USA