AT&T Adworks

AT&T AdWorks is an addressable advertising tool that helps media buyers target television ads to likely customers with pinpoint accuracy. To highlight this benefit, our team created scenarios that contrasted iconic characters against with products they would never buy, reminding buyers to “stop showing the right product to the wrong customer.” To complete the communication, we communicated the increased return on investment with the line, “The Point of More Return.” As a result of this campaign, AdWorks’ name recognition soared and it became the leader in addressable advertising services.