AT&T “It Can Wait”

For the past 10 years, I’ve worked on the AT&T account in the advertising industry, which is why I’ve chosen the integrated marketing communications (IMC) campaign “It Can Wait” from 2018 to examine as a strong example of IMC. Although I didn’t work on this specific campaign, it was a refresh of a previous campaign from 2010 and was designed to reach Millennials and Gen Z, educating them about the dangers of distracted driving. Its execution is a clear example of IMC in practice.

According to AT&T’s submission to the Shorty Awards, marketers repurposed TV and digital assets into two mobile-first video formats: one vertical and one 1:1 ratio optimized for Instagram. The two-video series included 140 different cuts to optimize user experience. Overall, the campaign reached over 18.2 million people in the U.S. and resulted in 140,000 conversions to the It Can Wait website, where audiences were prompted to take a pledge to stop driving distracted. Additionally, AT&T executed a tour with a virtual reality experience simulating distracted driving, further extending the campaign beyond traditional media channels.

IMC is evident in this campaign through AT&T’s consistent messaging around safety and health, emphasizing that mobile device distractions can lead to accidents. By creating a consumer-centric brand message and a movement encouraging people to pledge never to drive distracted, the campaign fostered meaningful relationships with audiences. Consumers who engaged with the pledge were more likely to associate positive values with the AT&T brand, strengthening long-term loyalty.

Relationship marketing and IMC will continue to be essential in the advertising field. As demonstrated in campaigns like Coca-Cola Freestyle, IMC allows for high levels of customization, ensuring that messages resonate with diverse audiences across multiple touchpoints. By integrating messaging across channels and engaging consumers in interactive, personalized ways, brands can continue to build trust and loyalty in an increasingly fragmented media landscape.