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Company: Hearts & Science, New York, NY
Company Description: Media Agency
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Internet / Telecom
 Nomination Title: AT&T Business x The Washington Post 5G Partnership
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
January 1, 2020
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 139 words used.
AT&T Business faced a challenge of comprehension when it came to their 5G technology. Most business decision-makers are familiar with the term “5G,” but aren’t able to envision how 5G connectivity can impact the technological capabilities of their workforce. AT&T Business’ internal research found that while a majority of people are familiar with the term “5G,” there’s a gap between general awareness of what it is and its technological capabilities. Even in business capacities, this gap between awareness and understanding persists. Decision-makers were even more fluent than the general public with “5G” terminology, but they still lacked a deeper understanding of how it could positively impact their work environments. Therefore, we set out to make a campaign that would elicit a demonstrable change in brand perception and value among business decision-makers, specifically regarding AT&T Business’s 5G offerings.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 244 words used.
In the context of a newsroom at the onset of the campaign in 2020, one of the most consequential elections was upon us. Americans were bound to seek credible news organizations to help them navigate a year of major events. Additionally, the desire for fresh, informative, and intriguing content had never been higher.
Furthermore, newsworthy events and the backdrop of the global pandemic as the campaign progressed meant more businesses were operating across dispersed workforces, a relatable and high-stress context that put an emphasis on real-time communication and collaboration.
Decision-makers embrace technological change more urgently when faced with unprecedented challenges, a major motivating factor in our campaign planning.
Previously, AT&T Business had outfitted the Washington Post with 5G capabilities, helping them realize the “newsroom of the future.”
As the major dynamics of 2020 came into clear focus (an unprecedentedly contentious presidential election, a global pandemic), it dawned on us: what better way to demonstrate to business leaders the value of 5G than by showing them how it empowered WashPo’s forward-thinking newsroom?
So, we decided to build out a corresponding marketing campaign that would convey how AT&T Business’ 5G technology was helping The Washington Post tackle the pressing stories of 2020 and beyond.
AT&T and Washington Post would highlight their innovative partnership in a series of AT&T-branded posts that explained the power of 5G while showcasing the communication breakthroughs it had provided the WashPo newsroom via interactive animations, immersive video, and transcendent multimedia storytelling.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 221 words used.
Starting in 2020, Washington Post leveraged AT&T’s 5G network to enhance their on-the-ground reporting and world-class journalism during key global moments. In relevant editorial coverage, such as Election reporting, and COVID response and recovery stories, WashPo included a “Powered by AT&T 5G” attribution.
The team also created a series of corresponding AT&T-branded content that dove deeper into AT&T Business 5G technology in the newsroom. These pieces explored how 5G is powering the future of modern journalism during crucial historical moments.
Lastly, AT&T and WashPo collaborated on an experimental Storytelling Lab, focusing on major news events and large-scale, immersive editorial experiences reported on using AT&T 5G technology, which would allow readers to experience breaking news with greater empathy and understanding.
The Washington Post’s coverage powered by AT&T 5G delivered significant upticks in awareness of the partnership, successfully highlighting 5G’s capabilities among the campaign’s intended audience. Over 402MM impressions have been delivered to date across all of the partnership’s media & content.
The partnership also notably boosted AT&T Business’s general brand health metrics in a survey of readers, with lifts in perception (83% of respondents would consider AT&T a 5G leader for businesses compared to 72% in the control group) and brand attributes (92% agreed that AT&T Business ‘is a leader in providing 5G for business’, compared to 87% in the control group).
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 40 words used.
- The 7x custom branded content pieces delivered over 206MM impressions, 1.2MM page views, and 2:20 avg. time spent on-page (38% higher than average WashPo benchmarks)
- Media placements delivered 167MM impressions as of February 2021, over-delivering by 68MM impressions.
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