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Just Ok is Not Ok
Case Study

Challenge: Narrow the gap

 

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For 10+ years, Verizon has led in network perception, a key driver in selecting a new wireless carrier. Historically, the gap would narrow when AT&T had a superiority claim, like when a Fewest Dropped Calls led to a highly successful campaign.

 

Over the past few years, AT&T refocused investments around mergers, such as the acquisition of DIRECTV and Warner assets. The company  expected to shift the wireless driver from network performance to content, meanwhile the perception gap grew to the widest it had ever been. A business decision was made to separate the content from the core wireless business and reinvigorate our network position.

TLDR:

Created a campaign to emphasize that what may seem almost as good may have consequences, so why take a chance. 

The Approach

Guiding Fact #1

Despite having a lock on network perception, Verizon wasn’t particularly adept at advertising it. When AT&T advertised network, there was generally immediate movement to close the gap.

Guiding Fact #2

Consumer research showed there was claim fatigue. Sprint started saying why not go with the cheapest when all the top carriers essentially offered similar network performance? 

Guiding Fact #3

Humans are attached to their phones with many saying they would rather go without certain staples of life than give up their phone for any period of time. 

The Brief and Creative

THE BRIEF

For something as important as your wireless service why would you settle?

 

THE CREATIVE

The initial insight behind the “Ok is not Ok” campaign was if wireless service was considered a staple of life– as important as choosing a dentist, or doctor, you would probably feel uncomfortable if you knew you had the second best – or the “ok” version. 

 

We believed the concept addressed most of the guiding factors, but we had to claim and validate, not just “OK” but “The Best”. We sourced the industry’s largest and most thorough test. The Global Wireless Solutions test delivered best network honors to AT&T. 

 

The “Biggest Test” was added to further bolster our “Best Network” claim and elevated the GWS claim above less comprehensive tests. Additionally, we gave our protagonists an “out” from the sudden “Ok” situation, just like the Best Network gave an “out” to customers on an “Ok” network.

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INVOLVEMENT The advertising team was responsible for:

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  • Research for the brief

  • Drafting the marketing brief 

  • BBDO agency oversight

  • Selection and refinement of concepts

  • Sell-through at all levels of the organization

  • Education of all tactical channel owners and partners

  • Partnership with media team on launch plans

  • Production of all materials

    • Television, Digital, Social, Sponsorships, Print, OOH

  • Post-launch campaign research and analysis

  • Optimization of materials in market

Accolades and Outcomes

  • Multiple Ad of the Week honors in AdWeek

  • Gap closure of 2 pts to Verizon on Network Perception

  • Brand recall averaged 2-4 points above norms

  • Message recall averaged 4-5 points above norms

  • Likeability nearly double category norms

  • Social Media references for “Just Ok is Not Ok” 

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