AT&T – Even in the Madness of March
They don’t call it March Madness for nothing. It’s a month full of upsets, overtimes, buzzer beaters, and Cinderella stories. Adding to that madness are brands throwing elbows trying to capture audience attention. AT&T needed to stand out in the crowd and make the most of their longstanding NCAA sponsorship by giving fans of the tournament the one thing they were missing—a sure thing. After all, AT&T has the 5G network, security features, and very best trade-in deals to keep fans connected to the excitement.
AT&T positioned themselves as a proudly predictable partner, Even in The Madness of March, by creating an integrated campaign that told two sides of the same story: Lily, AT&T’s beloved spokesperson, was headed to the tournament and needed some help running the store while away.
Digital followed Lily to The Dance, where she would be her always helpful self while experiencing the excitement of the stands first-hand. Social and display units spoke to AT&T’s offerings through the lens of game-day necessities. Lily kept a fan safe from an embarrassing moment on the jumbotron as a way to tout AT&T’s security features. She found a workaround for her friend’s blocked view by streaming the game on AT&T 5G. Lily even reassured a fan who fumbled his phone that he could trade it in—any year or condition.
While Lily lived it up at the tournament, broadcast focused on filling in for her with a star-studded cast to take her place. Matt Stafford spoke about life-changing trades, Coach Mike Krzyzewski interviewed for a new position post-retirement, and LaMelo Ball chased a new title—employee of the month. And that was just for starters. Zooey Deschanel, Rosario Dawson and Kumail Nanjiani also got into the action, approaching the role of substitute spokes-GOAT with their own unique style.
But there’s more to the Madness than just the games. Working with CBS, AT&T took over the ever-so-popular March Madness bracket page. Dynamic digital units would tally up wins from a bracket to serve custom content in real time. If a bracket was doing well, Lily would cheer on the user. If the bracket was doing poorly, Lily would offer her condolences in her unique, charming way.
Awards
Clio Sports - Bronze
Internet Advertising Competition - Best in Show
Best Sports Integrated ad campaign, Best Telecommunication Integrated ad campaign
Best Sports Integrated ad campaign, Best Telecommunication Integrated ad campaign
Adforum PHNX Awards - Strategy & Technique/Integrated
Creativepool - Advertising: Digital Silver
W3 Awards - Marketing Effectiveness Gold
