The Challenge

AT&T's U-verse service, an entry in the highly competitive cable TV market, launched in 2007 with the goal of reaching over one million subscribers by 2010. The service became available one market at a time, meaning that as each market went "live" an acquisition plan would need to be executed. Our challenge was to meet acquisition goals in this unique environment.

The Solution

We began working in the lead integration role with six other agencies. For targeting, we evolved the strategy to sophisticated modeling by working with existing data and a propensity-to-buy model to target households where U-verse is available. For contact strategy, we designed a longitudinal stream of direct marketing intended to "always be there" with just the right level of information. The BrandActional® creative solution follows the brand platform of "revolutionary integrated TV experience." From this we based our direct marketing on a transactional platform of education, interest, motivation, action.

The Result

AT&T is ahead of forecast and on track to achieve its goals. While all the DM touches helped drive this achievement, the multi-page vehicle that SolutionSet created is the most successful at acquiring new customers.