AT&T has been having big success out of some very small packages. First graders to be exact. AT&T has made nearly two dozen of these "It's Not Complicated" commercials and most of them are complete improvisation! Similar to the show "Kids Say the Darnedest Things," AT&T's successful campaign formula consists of four kids sitting around in a circle discussing with an adult a variety of topics. And America cannot get enough of it! Okay, maybe just me. The cuteness factor is through the roof. In this commercial, the group discusses the biggest number they can think of. There are some answers such as a trillion billion zillion, ten, and infinity, and they are simply mind blowing. The commercial ends with the slogan "It's not complicated, bigger is better." The campaign promotes AT&T as the largest 4G network.
Humor: 5
I think these ads are hilarious! Since the commercials center around the creativity of kids, this campaign provides clean humor suitable for all ages. Based on the amount and uniqueness of these commercials, I believe we will be going back to elementary school for years to come!
Effectiveness: 5
The objective of AT&T's campaign is to connect to its customers through the imagination of kids. To do this, AT&T boasts about the size and speed of its network and other benefits through the explanation of universal truths with questions such as "What's better: Bigger or smaller? Faster or slower? More or less?" Since the campaign's launch, the ads rank as some of the most talked about commercials on social media. Ace Metrix, a firm that measures ad effectiveness, said the advertisements "averaged a 'likeability' score of 636, compared with an average of 577 for all commercials." According to BlueFin Labs, an analytic group, customers have an even deeper connection to the ads than just “likeability.” BlueFin Labs "reported that 16 percent of the tweets in late January about 'It's Not Complicated' ads include 'love.'" AT&T's senior VP-brand marketing Esther Lee said, "The noise around this campaign is like none we've ever seen." Even though AT&T is getting huge amounts of buzz around their campaign, it seems the company is having trouble overcoming the difficulty of consumers switching mobile providers. According to Advertising Age, AT&T's share of U.S. mobile subscribers stood at 27.2 percent in May. When it came to smartphone sales in the U.S., the company was able to hold its market share at 26 percent, where major competitors Verizon and Sprint lost ground. AT&T continues to chase Verizon for its spot as the current market leader. Although AT&T holds claim to the fastest network according to PC Magazine, Verizon holds the claim as most reliable. In the near future, AT&T's first grade friends may be able to melt the hearts and contracts of its competition's customers.
Emotion: 4
As stated earlier, viewers are feeling deep connections to AT&T's It's Not Complicated campaign. I think the innocence and creativity of these kids brings out feelings of happiness that all can relate to. The key ingredient in my opinion, is that AT&T does not make the kids sell the product, but just be their candid selves. I do not believe this ad promotes a social cause. However, it is meant to promote AT&T's services. Nonetheless, we can still love watching those kids blow our minds with their cuteness.
Customer Reviews: 3
As I researched customer reviews, I found that AT&T had a lot of complaints. With a 2.8 overall on LowerMyBills.com review site, I felt a little more digging was in order. I went a different route in my research and fount that Verizon and Sprint had around the same score as AT&T with a 3.7 and 2.5 respectively. I also read a review that claimed that AT&T was "no better than any other cell service." In my opinion, this seems tragic. No one seems to be happy with any of the cell phone providers. I guess that's why AT&T sugar coats their services with adorable first graders. Although AT&T has below average reviews, after researching the competition turns out AT&T’s score is average. But hey, at least the commercials are good!
Next time you walk into a classroom or your living room, remember, it's not complicated, well unless you are talking about cell phone providers.
Customer Reviews: 3
As I researched customer reviews, I found that AT&T had a lot of complaints. With a 2.8 overall on LowerMyBills.com review site, I felt a little more digging was in order. I went a different route in my research and fount that Verizon and Sprint had around the same score as AT&T with a 3.7 and 2.5 respectively. I also read a review that claimed that AT&T was "no better than any other cell service." In my opinion, this seems tragic. No one seems to be happy with any of the cell phone providers. I guess that's why AT&T sugar coats their services with adorable first graders. Although AT&T has below average reviews, after researching the competition turns out AT&T’s score is average. But hey, at least the commercials are good!
Next time you walk into a classroom or your living room, remember, it's not complicated, well unless you are talking about cell phone providers.
Sources:
http://www.nytimes.com/2013/07/03/business/media/a-spokesman-finds-fame-interviewing-tiny-experts.html?_r=0
http://adage.com/article/special-report-marketer-alist-2013/t-proves-making-consumers-love-a-telecom/243804/
http://www.adweek.com/news/advertising-branding/how-att-got-kids-make-some-years-best-ads-148605
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