AT&T utilized Refuel Agency’s College Ad Network™ (CAN), in an integrated, digital-only campaign to convert college students off their family plans, regardless of carrier, and onto their own individual plans.
AT&T offered specific student discounts at over 75 different campuses over 8 weeks. Refuel dove into the college consumer mindset for this migration and found independence, privacy, and discounting, the main drivers for carrier and individual plan switch. With this knowledge, Refuel developed creative for AT&T that harnessed those emotions and deployed a multifaceted digital conversion campaign. Utilizing student-focused language, integrated digital-only tactics and precise audience targeting, AT&T achieved its ambitious conversion goals.