AT&T Fiber New Build
DIRECT MAIL
Elevating AT&T Fiber New Build communication into a polished premium experience.
AT&T’s New Build communications is designed to target a broad audience through multiple touches by building anticipation, product education, “coming soon” messaging, and notifying when fiber internet is available in the consumer’s area.
Although the overarcing communications campaign encompasses email as well as direct mail, this focuses on three direct mail touches: pre-green short letter, new green horizontal self-mailer, and new green vertical self-mailer.
Pre-green short letter
TOUCH 1
The touch one short letter and envelope work to generate the anticipation of AT&T Fiber in the consumer’s area. On the front a warm, inviting but still attainable home has it’s porch light glowing in the evening light as if to invite fiber internet into the neighborhood. Copy headlines and blocks are short, concise, and digestible with three primary RTB’s—speed, reliability, and coverage—support education around the features of fiber internet.
The back of the letter leverages social currency through a handful of verified customer reviews on fiber followed by AT&T’s guarantee to back their dependable connectivity and customer focus.
Meanwhile, the envelope entices with a full flood image of an expansive neighborhood in the evening light with “AT&T Fiber is coming soon to your street” as the headline.
Horizontal and vertical self-mailers
TOUCH 2 AND 3
As the direct mail campaign progresses with touch two and three, communications begin letting consumers know that AT&T Fiber is now available for their home. “Elevate” is a key word used in this campaign to indicate an upgrade to a premium home internet experience which is juxtaposed with rich, saturated imagery that echoes that elevated experience.
While both are educational and introduce the competitive price of $32/month for Internet 300, touch three uniquely leverages verified consumer reviews as social currency to further solidify fiber’s reputation.