AT&T U-verse’s Video On Demand offering rivals the competition in convenience, selection, and quality. Digital Kitchen branded U-verse Movies as THE destination to watch premium movie choices on demand.

CHALLENGE

Digital Kitchen was tasked with branding and positioning U-verse’s Video On Demand offering as the only place to watch movies. The concept had to establish an identity and positioning that fit naturally into the overarching AT&T brand while also differentiating the product from the competition.

Messaging and creative content needed to maintain strong relevance to the U-verse Member demographic and consistency with the current on-air experience.

SOLUTION

We devised and executed a phased campaign that positioned the U-verse Movies experience as a compelling feature and viewer benefit. The creative communicated the brand’s key messages, including: immediacy, convenience, quality, price, value and promise of the future.

We invented a modular framework and creative messaging system that could be driven by film titles, offers and product enhancements. The framework was applicable across all communication channels: on-air, online, print and mobile.

Phase 1 - “U-verse Movies is evolving the way you watch.” Through a highly cinematic approach to tone and imagery, we rolled out a Member spot that conveyed the richness of the U-verse Movies product offering. U-verse Movies offers instant access to Hollywood’s best without the wait or compromise of film quality. It’s yet another entertainment and lifestyle benefit of being an AT&T U-verse subscriber.

Phase 2 - A natural evolution of the Movies campaign from phase 1, these spots layer the behind-the-scenes aspect of filmmaking with the magic of the movies. Movies are a part of our lives, whether a compliment to the perfect date, family night, or even a diversion from the mischief of the family pet. U-verse Movies offers a wide variety of titles, with great quality at the utmost convenience. There is a U-verse Movies moment for everyone.

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