AT&T
The Perfect Pixel
Elevating the brand's knowledge of what each consumer wants & needs.
Insight
The consumer has higher expectations of a brand’s understanding of who they are.
As a telecommunications giant AT&T has more data on their clients than most clients could ever dream of. The trick, was making sense of it. Distillation of millions of signals as to what the customer actually wants in a relationship with the brand.
The next challenge: How do we design and execute creative that will speak to segments of baby boomers, gen x, gen y and millennials that connect to the heart of how they communicate and see value.
Result
A customer centric approach to data driven intelligence and creative design. By distilling the data down to be less daunting, insights stood out easier.
We started with one email channel. Starting with redesigning of the header and then changing out blocks of content based on the profile for relevance and resonance with each audience. Resulting in a fully revamped and highly successful rewards program that delivered actual value aligned to each audience.
Idea
The consumer has higher expectations of a brand’s understanding of who they are.
Once the profile reached completion, templates were created that could receive micro-creative modules. These were targeted to exact data points triggering & creating dynamic content in creation engines such as products in the Adobe and Oracle Suite at open time of the email.
Microsoft
Support Command Center
Van's
Shoe Customization
Hyatt
Hyatt's New World
Abbott Labs
A Clear Line of Sight
