Telecom Industry
Telecom Industry
Telecom Industry
AT&T
AT&T
AT&T
Brief
Brief
Brief
Facing a low Net Promoter Score (NPS) among 18–24-year-olds in the Hispanic market, AT&T needed a fresh way to resonate with young, bicultural consumers who constantly use their mobile devices. To address this, AT&T teamed up with Vice Media for “El Movimiento Mobile,” a documentary-style content series that explored how smartphones shape daily life—from creative passions to personal relationships—across multiple U.S. cities. The goal was to forge an authentic emotional bond by bridging two worlds: American pop culture and Hispanic heritage.
Facing a low Net Promoter Score (NPS) among 18–24-year-olds in the Hispanic market, AT&T needed a fresh way to resonate with young, bicultural consumers who constantly use their mobile devices. To address this, AT&T teamed up with Vice Media for “El Movimiento Mobile,” a documentary-style content series that explored how smartphones shape daily life—from creative passions to personal relationships—across multiple U.S. cities. The goal was to forge an authentic emotional bond by bridging two worlds: American pop culture and Hispanic heritage.
Solution
Solution
Solution
We designed an experimental social campaign to see if compelling, culturally relevant storytelling could improve brand perception. Vice Media’s edgy approach brought real voices into short films, featured on Tumblr and YouTube, where technology naturally intertwined with each subject’s lifestyle. By spotlighting universal themes—love, creativity, self-expression—through the lens of Hispanic millennials, the campaign humanized AT&T and showcased its role in fueling the constant connectivity this audience demands. The result was a modern, relatable narrative that nudged NPS upward, proving that authentic content can shape a brand’s standing with young consumers.
We designed an experimental social campaign to see if compelling, culturally relevant storytelling could improve brand perception. Vice Media’s edgy approach brought real voices into short films, featured on Tumblr and YouTube, where technology naturally intertwined with each subject’s lifestyle. By spotlighting universal themes—love, creativity, self-expression—through the lens of Hispanic millennials, the campaign humanized AT&T and showcased its role in fueling the constant connectivity this audience demands. The result was a modern, relatable narrative that nudged NPS upward, proving that authentic content can shape a brand’s standing with young consumers.
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