The phrase "It's what you do with what we do" will be heard and seen a lot more over the next few months as AT&T releases a new advertising campaign to move forward. The new advances are in both their technology as well as in remaking their own image. According to Stuart Elliot, a New York Times reporter, "the campaign includes commercials on television and online and a robust presence in social media like Facebook, Twitter, and blogs."
Through the use of all these social media websites, more consumers will see the advertisements because of the amount of people who regularly use the sites. Using different mediums might even bring in new customers who wouldn’t normally see the ads in the places where they’re regularly shown.
Elliot also discusses how AT&T is planning on reaching many people with the use of two phrases in particular. These slogans are "It's what you do with we do" and "Rethink possible." By using these two new phrases, it will signal to the general public that there is a new image that AT&T is portraying and it will allow customers to see the new technology that is being released. By telling consumers that there are new products and new innovations, it is possible that AT&T could reel in new customers because of the amount of people who want to keep their Smartphone and other gadgets updated.
The senior vice president of brand marketing for AT&T, Esther Lee, stated "The real innovation that's happening is what people are doing, and how people are dealing, with technology, and the unique ways they use it to make their lives better." This means that the ad campaign is not really about the new phones, it’s about how people interact with their new phones, and how the phones allow them to connect with one another. Her statement makes the new slogan "It's what you do with what we do" very relevant. Lee's summary of the mission statement proves that the company is realizing what, and how, people are using their products. These changes are being made so that the products can be marketed in this way.
According to another New York Times article, AT&T is already "one of the five largest American advertisers," and will be advertising in all different mediums, and add on to previous ads in previous years. Because of the company’s popularity, it will be easy to reach out to many people because so many know about the company and are awaiting the next update from AT&T. This campaign isn't necessarily to sell a specific product, it's more about selling the image of the company as a whole. This is because of the different ways that the company is portraying itself in each of the different advertisements.
These ads will help the company to reach their target markets because the advertisements will be geared specifically to tell consumers what the company's aim is based on what is shown in each of the ads themselves. Hopefully this campaign will allow for more consumption, and in turn, greater profit and customer satisfaction. These advertisements can open a lot of doors for AT&T, it's just up to the marketing board to make a statement by the advertisements that are shown.