AT&T's Response to Verizon

Even since my last post, which was in regards to Verizon, Verizon has came out with an even larger marketing campaign against AT&T for the holidays. But with the flood of Verizon commercials to gain an even larger customer loyalty base, AT&T was forced to come up with a rebuttal commercial. Although in my opinion I felt it wasn't nearly as attractive and creative as the Verizon campaign series, AT&T was able to find some key attributes that their network offers over Verizon.

In my opinion, of the attributes selected only 2 maybe 3 are measurable (excluding the last "joke" feature) - the number of apps available, access to internet while talking, and possibly a faster 3G network (based upon data transfer speed and connection strength). The other 1-2 features are more perception - again the 3G network speed and the most popular smartphone selection.

Obviously I am biased and am a Verizon customer, but I feel that AT&T could have responded to the Verizon commercial with a stronger, more catchy message. I felt the message being portrayed only served functional purposes and not hedonic or social purposes. Although there is a "bit" (yeah its a stretch) of dry humor appeal, I was not attracted or impressed with their comeback.

As far as the celebrity endorser of Luke Wilson, I felt like they did not use him to the fullest advantage. I truely believe that AT&T could have utilized Luke Wilson, a comic and movie star, to create a funny play back on Verizon to gain attention.

On the other hand, AT&T's earlier commercial based upon a college campus where a neighboring girl lost her dog was much more effective in portraying functional use, as well as social use. Even though this did not specifically spell out advantages, it was more effective in delivering the message of the qualities offered by the Network.