As part of the AT&T Branded Entertainment Strategy we worked with Latino TV celebrities, athletes and musicians to showcase AT&T’s mobility products and services.
Promotion: Mobile to Mobile calls between U.S. and Puerto Rico
Creative: Far but close w/ Roselyn Sanchez, Alexis & Fido and Alexis Arroyo
Situation
• Choosing the right wireless plan can be confusing
• With mobile to mobile, wireless users can talk unlimited to other users within the carriers
network without using their minutes
• However, they don’t make calls from the U.S. to Puerto Rico because they think it’s an international call
• AT&T includes Puerto Rico within their mobile to mobile plan
Insight
AT&T considers Puerto Rico part of the U.S. and not an international location. With AT&T’s mobile to mobile, calls to Puerto Rico are included in your plan. AT&T subscribers can call to and from the US and PR without limits.
Execution
Celebrity talent: Famous Puerto Ricans Roselyn Sanchez, Alexis & Fido, Carlos Arroyo
Artists singing: Now we can talk no matter how far we may be. From Miami, Chicago, NY or LA, we’re with you. We’re enjoying unlimited calls between the US and Puerto Rico so join us.