AT&T “Home”

Overview

“Home” references both a multicultural person’s home in the U.S. as well as their homeland abroad. Immigrants who miss certain things from their homeland seek out to consume cultural food and media to satisfy their nostalgia for home. TV is more than entertainment to immigrants—it’s a way to stay connected to their culture. DIRECTV’s international entertainment represents more than “just kinda TV,” it’s entertainment that takes you home.

Objective

Promote superiority of DIRECTV International entertainment packages to Japanese, Korean, Filipino and Italian audiences with online video, social and programmatic digital campaigns.

Solution

AAAZA developed videos depicting culturally authentic circumstances and scenarios, like Korean and Japanese language schools (where children learn how to keep their language and traditions alive), a Filipino boodle feast and an Italian dinner with grandma. Our message tells viewers you don’t have to feel lost and disconnected—home is just a remote away with DIRECTV’s superior international entertainment offerings. The creative wraps up with the overarching platform of “TV that doesn’t take you home is just kinda TV.”

Results

Because of the specific cultural insights incorporated into this campaign, “Home” achieved better results than the previous promotional campaign:

• Click Through Rate (CTR) increased by 18%
• Cost-per-click decreased by 73% 
• Cost-per-lead decreased by 55% 

Through paid social placements, we saw increased posts and shares with followers reminiscing of their own school years abroad or asking where to find the closest boodle caterer.