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YOU'VE GOT A CASE

basics
Industry: Professional & Public services
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
Describe the brief from the client
AT&T wanted to help young people convince their parents they deserve a new 4G smartphone for the holidays. But smartphones are pretty pricey gifts. If they really deserve one, they’d need a convincing argument. So we created Kent Wesley, the world’s No.1 Facebook attorney, to help them prove they deserve one. Kent’s message was simple: If you think you deserve an AT&T 4G smartphone, don’t just ask. Ask Kent to ask.

Creative Execution
The entire campaign was a direct request for one Facebook user to buy an AT&T 4G smartphone for another Facebook user. Kent used everything Facebook knows about you into a new way to sell phones: by creating customised direct ads, starring you and your high-powered lawyer, proving why you deserve one. 'You’ve Got a Case' created hilarious, customized content – but with a direct retail purpose.

Describe the creative solution to the brief/objective.
Introducing 'You’ve Got a Case', a Facebook app that lets youngsters hire super-attorney Kent Wesley to convince their parents to buy them a 4G smartphone. With the help of his expert witnesses, Kent carefully crafts your Facebook info into an airtight legal argument, proving you deserve an AT&T 4G smartphone. Your case posts directly to your defendant’s Facebook wall – along with a link to 'settle out of court' by buying you the phone.

Describe the results in as much detail as possible.
Nearly half a million people consulted Kent. AT&T’s 4G smartphone sales had a record quarter. And click-through rates to purchase were up to five times the benchmark. The campaign generated almost 12m earned impressions—a media value of almost $1.5m. It garnered an 87% positive sentiment on social impressions. Will Arnett was the perfect celebrity to play Kent and 91% of the campaign’s social mentions referenced Will by name. Mobile users were four times more likely to participate and five times more likely to post to Facebook. Of all the participants, 56.5% of them were aged 13 to 24, and the Media CTR performance more than doubled the youth benchmark.
credit
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Other credit:Executive Producer Of Content/Development: Julian Katz
Interactive Executive Producer: Clemens Brandt
User Experience Design: Jeff Puskar
Music Producer: Melissa Chester
Account Team: Doug Walker/Marc Burns/Shannon Schmidt/Kara Carpentier Short/Mallory Hartline
Interactive Company: The Famous Group
Finishing: Airship Post
Director of Innovation: Mathias Appelblad
awards
Cannes Lions International Festival of Creativity 2012
Bronze Direct
Other Consumer Products (including Durable Goods)
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