Blanketing America with 97% Coverage
In response to competitive pressures regarding AT&T's coverage credentials, we helped set the story straight by demonstrating AT&T's presence across the country. In this campaign, giant blankets in the signature orange hue cover the country's landmarks to illustrate AT&T's 97% coverage of Americans. By changing the conversation about the AT&T experience, unaided awareness reached a two-year high and churn fell to an all time low of 1.3%.