With times turning in the way of handheld devices, At&t’s advertising campaign “It’s not complicated” is an absolute win. One of the first things they teach in advertising is KISS, (keep it simple stupid) and At&t’s commercials are spot on with that idea. All of the commercials focus upon one main idea of simplicity using different children to answer different questions using children to answer simple questions is their way of telling the consumer that it is common sense that their product is the more superior. The use of children in a company’s commercials also gives that company personality and familiarity with its audience and allowing that company to increase its image positively.
Within this commercial the adult asks the kids if saving is better, because who doesn’t love to save money? Especially on something we use so much and spend so much money on. The kids all agree that saving is better. The kids then go on to say what they would buy with all they money they save. The kids, being kids say they would buy an island made of candy, but the simple idea is that you can buy things that make you happy and that you want because with this company you can save money. The point At&t is trying to get across is that, “It is obvious these qualities are better, we have these qualities, switch to At&t.”
At&t has over 15 of these “it’s not complicated” commercials for this campaign and they have all seemed to be very creative and very useful. Lastly a strong quality in advertising today is getting your audience to laugh, while displaying your message simple and clear. These commercials have just as much of an impact in word of mouth, by people discussing At&t with the commercial and that is shown recently to be the strongest variable to deciding purchases. With adding up what seems to be a lot with these commercials, it may help to think of it as At&t does, it’s not complicated, it’s a great commercial.
I read an interesting article yesterday about T-Mobile and how they are completely changing the way people pay for their service (phones, contracts etc). I don't want to summarize it all but basically T-Mobile doesn't lock customers into contracts. They are basically paying month to month, and can leave anytime without any fees of any kind. Here is an article describing the changes in more detail (http://news.cnet.com/8301-1035_3-57577615-94/how-t-mobiles-new-service-plans-could-change-the-industry/).
ReplyDeleteI guess my question to you is do you think T-Mobiles massive shift to more affordable and trustworthy cell service will have any effects on customer loyalty to At&T? If T-Mobile starts to gain market share and essentially starts stealing business from At&T as well as the other 2 major carriers how do you think AT&T will react or how do you think the public will perceive their "were cheaper...save money with us" campaign after T-Mobile essentially low-balls all cell service providers?
Interesting article, Chris. I think AT&T has done a great move with the campaign as they are now topping the list of buzz on social media (http://lostremote.com/its-not-complicated-atts-ads-top-the-social-tv-commercial-chart_b36244). And the message is adjusted to fit different target audiences, from bigger is better to faster is better to savings is better. The overall message is still AT&T is better. T-Mobile is still working on it's rebranding. They have changed their ad campaigns over time. The change to new pricing plans without subsidizing the phone is interesting. I think it will be harder to communicate since you have to tell consumers the value over a 2-year period of time. In Europe consumers typically go by phone and don't care about the carrier. Here, it's much more about the carrier.
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