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Elizabeth Losada: AT&T, Inc To Launch Major Campaign As Cingular Signs Off PDF Print E-mail
Tuesday, 16 January 2007

Elizabeth Losada: AT&T, Inc To Launch Major Campaign As Cingular Signs Off

SAN FRANCISCO, CA, (NAMC) - On the heels of Apple, Inc (NASDAQ: AAPL) inking a deal with Cingular for their latest addition to their product line the iPhone, AT&T (NYSE: T) made an announcement of their own Friday Morning.

Starting on Monday, Jan. 15, 2007 AT&T  will be launching a new multi- media campaign to begin the transition or merging of the Cingular brand to AT&T. The campaign will begin online and spill into retail stores nationwide, and if they take the road that they did with their massive campaign of yesteryear then you may see the campaign in your local movie theatres, buildings, taxi cabs and of course on television.

The advertising blitz is on for AT&T and they are sure to capitalize on their association with Apple and Steve Jobs.

So expect to be rained on by AT&T ads in the coming days and months as we bid farewell to Cingular and the orange "x" and say hello to AT&T wireless.

This is additional information about the transition that was announced by AT&T:

Each transition campaign element will conclude with the Cingular and AT&T logos coming together while an announcer states that "Cingular is now the new AT&T." The broadcast spots will conclude with an animation in which the "Jack" character appears to "skywrite" the AT&T globe.

The campaign will kick off with several creative executions called "Raising It Higher," which morphs Cingular's familiar "raising the bar" tag line and imagery into the AT&T globe. The first version of this creative execution is called "Grain," which shows a combine harvesting wheat and appears to be drawing the Cingular five bars, but as the picture zooms out, the AT&T globe comes into focus. Both broadcast TV and print executions are scheduled to start the week of Jan. 15.

Additional spots called "Jets" and "Cars" will start appearing in the coming weeks. Additionally, over the coming months, AT&T will add new creative executions. The brand ads will be complemented soon by call-to- action product ads that will carry similar transitional branding elements.


Elizabeth Losada
Technology News Correspondent
NAMC Newswire
www.namcnewswire.com

 

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