The Mobile Movement should be considered for the Integrated award because the campaign was effectively executed across multiple platforms including TV, print, out of home, online video, digital advertising, social media, documentary films, scripted films and events.

Millennial consumers are the largest source of churn for Mobile Service Providers, yet a phone (and the Network) could not be more important to them. The Mobile Movement tells the true stories of AT&T consumers across TV, print, out of home, online video, digital advertising, social media, documentary films, scripted films and events. The narrative thread that connects all of these media executions is the power of the AT&T network. While invisible to the naked eye, it is a constant driving force that fuels the collective Millennial experience. We set out to illustrate this phenomenon through advertising that is not merely about selling products, but is entertaining and engaging to AT&T’s current and potential customers.

All of the themes explored naturally aligned with AT&T’s brand messaging and service offerings. This organic overlap between Millennial values and brand offers made it easy to create content that is relatable and sharable.

From a business standpoint, the campaign has led to a significant positive shift in NPS and Comscore among the target audience, reduced churn amongst the Millennial target and built positive brand affinity within the audience. For the brand, The Mobile Movement on Tumblr has generated millions of organic and paid impressions/engagements and was ranked by Tumblr and Adweek as the best in class example of a brand on the platform - outperforming every benchmark set against it. To date, it has achieved 148 million impressions and 3.3 million engagements. Based on brand health studies the documentary content has begun to increase the credibility for the brand as a brand for the generation. All in all laying the foundation for a long-term Millennial communications platform for a brand that in the past has struggled to resonate with a younger audience.

The Mobile Movement launched at SXSW 2014 with a fully immersive interactive experience that brought the mobile network to life. This coincided with the release of :30 and :15 spots that documented the experiences of real Millennial AT&T subscribers, documentaries that told the deeper stories of the relationships young people have with their phones and the Network that powers them, the premiere of The Network Diaries, a short film series inspired by the stories of real AT&T subscribers, an innovation film series, Upwardly Mobile and the launch of The Mobile Movement Tumblr. Throughout the year The Mobile Movement continued to expand its advertising communications with additional TV spots tying the real experiences of subscribers to specific products and services, an OOH campaign and consistent content releases including daily Tumblr updates and further documentary content communicating the power of the AT&T Network and its importance to young people.

Young people experience every aspect of their lives through their mobile Network. To create a resonate platform it was crucial to authentically communicate how AT&T understands the importance of their Network in the lives of these young people. All communications (advertising, events, content, engagement) were all built out of Millennial mobile truisms that convey that the AT&T Network is constantly helping to push the lives of Millennials forward.