CLIENT
AT&T
Val Vargas, SVP of Advertising and Retail Marketing
Jeni Bell, SVP of Broadband Sales & Marketing
Marc Burns, VP of Advertising
Jennifer Boyonovsky, VP of Marketing
Sujei Sierra, Director of Advertising
Kaitlyn Motycka , Lead Manager Digital Advertising
Kelly Register, Director of Channel Marketing
Suzy Aivazian, Media Director
Whitney Keeble, AVP, Communications & PR
Sarah Pierce, Director of Communications and PR
AGENCY
Abe García, Chief Creative Officer
Carlos Ortega, Associate Creative Director
John Costello, Executive Producer
Juan Camilo Valdivieso, Creative Director
Daniel Vicente-Diaz, Associate Creative Director
Roberto Hernández, Executive Director of Digital Strategy
Mike Marinero, Account Director
Leonor Tovar, Account Planner
Beatrice Sagaria-Rossi, Group Account Director
Benjamin Jara, Group Creative Director
Ludwig Ortiz, Group Planning Director
Jessica A. Ramirez, Senior Account Executive
Natalia Barrios, Senior Project Manager
Alejandra Chavez De La Rosa, Copywriter
Josue "Critter" Mendoza, Senior Copywriter
Franco Caballero, Integrated Strategy Lead – Multicultural
Max Briese, Social & Digital Analytics Supervisor
Alex Castro, Account Supervisor
Julian Martinez, Senior Broadcast Producer
Dario Campos, Creative Director
Marialejadra Urbina, Chief Strategy Officer
Shahin Orci, Group Planning Director
Kaleb Gillespie, Integrated Producer
Taylor Cuch, Account Executive
Mónica Sánchez, Practice Lead Strategy & Analytics
Alex Martinez, Planning Director - Analytics
Matt Miller, Chief Creative Officer
Julien Lemoine, Managing Director
Tim Millar, Head of Strategy
Dion Aralihalli, EVP, Senior Director
Critical Mass
Hearts & Science
Edelman New York
KERN
SUMMARY
AT&T Fiber introduced their fastest internet speeds ever: a premium product in a category of low-price promises, among a Hispanic community often stereotyped as lower income.
AT&T Fiber challenged norms and stereotypes, asserting that Hispanics preferred high-speed internet and justified paying for more speed.
The “Live Like a Gigillionaire” campaign shared how hyper-fast internet speeds empower Hispanic households to live the “richer” lifestyle they seek.
6 months after launch, AT&T Fiber earned category leadership: +37% gross adds. +20% loyalty. +10% unaided brand awareness. +12% unaided ad awareness. +7% speed perception.
