Morristown, N.J.–(HISPANIC PR WIRE)–March 31, 2003–AT&T launched its latest integrated communications campaign, “Tanto Que Decirnos,” which emphasizes the company’s dedication to improving the way consumers communicate. The campaign highlights the company’s commitment to providing Hispanic consumers with more than just minutes, but moments.
The Spanish-language ads, which promote the company’s portfolio of communications services, are targeting key California markets, including: Sacramento, San Diego, Los Angeles and San Francisco. This new effort was created by AT&T’s Hispanic advertising agency of record, New York City-based, The Bravo Group, which designed the ads to focus on what U.S. Hispanic consumers find most important to talk about in their lives. Each ad is based on extensive, qualitative research to reflect real local market insight surrounding issues, concerns, thoughts and feelings present within U.S. Hispanic communities today.
“Our findings confirmed that consumers are communicating more than ever before,” said Diana Garcia Farrell, AT&T Consumer’s Director of Marketing Services. “These results are not surprising, as most consumers, including U.S. Hispanics, rely on the emotional connection that constant communication fosters. ‘Tanto Que Decirnos’ continues to provide the Hispanic community with the opportunity to keep an open dialogue, both locally, regionally and internationally, with the people who matter most.”
“This campaign aims to capture the shared issues that U.S. Hispanics face in today’s changing world,” said Daisy Expósito, CEO, The Bravo Group. “AT&T understands the value of providing services that offer Hispanics the opportunity to exchange ideas on relevant topics affecting their community, as well as the ability to share moments of their everyday lives with loved ones.”
Talking the Talk
The communications initiative is multi-dimensional and multi-cultural with four, area-specific 30- and 60-second television spots forming the communications platform of the campaign. The initial ads focus on AT&T’s residential local and long distance services. The ads feature still images of U.S. Hispanic consumers with impactful text messages highlighting topics of the moment and everyday life, including important issues such as relationships, homeownership, employment and financial matters.
The 30- and 60-second ads emphasize the message, “You’ve shared life’s changes (with loved ones) through our long distance service, and now you can do the same in California, with the AT&T Unlimited Local Service.” Both ads close with the company’s positioning, “Tanto Que Decirnos. AT&T.” The spots feature the classic Latin song, “Todo Cambia.”
This campaign is part of a larger, integrated communications program that includes advertisements in mainstream media in key markets. Additionally, as AT&T is dedicated to reaching diverse audiences, it has created companion campaigns in Vietnamese, Korean and Chinese, which will begin running later this month.
As current events and issues change in local markets, AT&T plans to dynamically update the ads on an ongoing basis. In addition, the company will be conducting consumer polls to identify new topics of discussion.
AT&T (www.att.com) is among the premier voice, video and data communications companies in the world, serving businesses, consumers, and government. The company runs the largest, most sophisticated communications network in the U.S., backed by the research and development capabilities of AT&T Labs. A leading supplier of data, Internet and managed services for the public and private sectors, AT&T offers outsourcing and consulting to large businesses and government. The company is a market leader in local, long distance and Internet services, as well as transaction-based services like prepaid cards, collect calling and directory assistance. With approximately $37 billion of revenue, AT&T has relationships with about 50 million consumers and four million business customers, who depend on AT&T for high-quality communications. AT&T has garnered several awards for outstanding performance and customer service.
About The Bravo Group
The Bravo Group, a WPP company, is the leading U.S. Hispanic integrated communications agency and has estimated billings of over 275 million in 2002. Established in 1980, The Bravo Group creates award-winning programs that incorporate advertising, event marketing, promotions, research and strategic planning, direct marketing, and public relations. Recognized as the number one Hispanic agency by Advertising Age, The Bravo Group counts more than 250 employees on its roster of talented professionals. The Company is headquartered in New York and has offices in San Francisco,
Chicago, Miami and Irvine, California.
Nilda Rivera Weglarz,