AT&T's Connected car

The Ask

Launch AT&T’s new OBD device, HARMAN spark, with a full-funnel innovative online media approach to target the right customers in the right moments.

CATEGORY TRUTH - FEAR TACTICS

Most brands of OBD Devices position their products as lifesavers, useful when something bad inevitably happens.

FINDING OUR WHITE SPACE

As a new product we needed to stand out in the crowded market.

A communications Shift

We had to go from devices that are lifesavers, useful when something inevitably happens. To devices that are life improvers, always at the ready.

It's not about what you could lose, but what you'll gain.

‍

We identified our target audience and set up a quick photoshoot to capture lifestyle photography that made the product the hero.   

• Busy Parents
• Families with teen drivers
• Multi-vehicle families

And we created a social campaign to drive traffic to the new site.