On the spot

We changed Millennials’ perception of AT&T by re-inventing the talent search series.

The challenge

Millennials think they already know AT&T and they don’t necessarily like what they know. We had to change their opinion and convince them that AT&T is a cool, innovative brand.

Our insight

Fame and celebrity shape Millennials’ worldview. If AT&T could help fulfill their dreams of stardom, their opinion on the brand might change.

Our solution

We devised, created and produced an interactive talent search web series – On the Spot, featuring legendary music manager Johnny Wright (Britney Spears, Justin Timberlake). We put AT&T at the heart of this series, flipping the traditional talent search format on its head to give anyone, anywhere, a shot at stardom.

In an AT&T-powered control room, Johnny and his team of experts selected 20 contestants from thousands of submissions by putting contenders from all over the world ‘on the spot’, on-screen, in real time. The final 20 used AT&T phones to complete challenges from the judges, showcasing AT&T products and services. The finalists flew to Hollywood for Johnny’s infamous boot camp, culminating with the creation of a new pop group.

AT&T devices were integrated at every level throughout the series and all on and off-air creative incorporated its colour palette and graphics.

The results

• 4,000,000 branded video views
• Average site time 7.11 minutes