Just Ok Stat Cast
AT&T
Issue 55 | July 2020
Agency
BBDO
Creative Team
Chief Creative Officer, BBDO Worldwide: David Lubars Chief Creative Officer, BBDO New York: Greg Hahn Chief Creative Officer, Omnicom for AT&T: Matt MacDonald Executive Creative Directors: Frank Dattalo, David Povill, David Cuccinello Associate Creative Directors: Julio D’Alfonso, Luis Marques, Rance Randle Writer: Dan McGraw Senior Art Director: Robert DeLeon
Production Team
Group Executive Producer Interactive & Social: Kristin Tomborello Executive Producer: James Young Content Management Lead: PD Shindell Producer: Rustie Burris Associate Content Director: Tony Charron Senior Producer: Evonna Sweiss Producer: Lina Barbon Art Buyer: Kaitlin Moren Producer: Cale McArthur PRODUCTION PARTNER: Flashtalking Creative Creative Solutions Managers: Andy Wang, Barbara Maniero, Brian Rodriguez, Thanh Tran VP Creative and Technical Services: Jessica Hondolero Sr Creative Project Manager: Denise Berry Feeds Director of Feeds: Chris Meleski Web Services Engineers: Brian Sullivan, Daniel Rangel Campaign Management Sr Campaign Manager: Rebecca Saide Campaign Manager: Samantha Rajczyk Account & Sales VP Sales: John Staff Account Director/Sales: Thanh Tran
Other Credits
Sr. Brand Planner: Alex Morrison Managing Director: Rachel Nairn Senior Director: Stacia Parseghian Account Director: Andrea Bass Designer: Andy Pham Motion Designer, Editor: Cameron Briggs Sr. Studio Artist: Alex Nirenberg Studio Artist: Cole Edwards Audio Engineer: Kirill Telichev Voice Over Talent: Stephen Busken Strategy: Jared Folkmann Client Partner: Lisa Zandy VP Client Partner: Heather Livengood Sr. Account Director: Lauren Rapoport Sr. Account Manager: Andrew Burke
Date
September 2019
Background
In American college football, stats are an integral part of the game. Fans are constantly on sites like ESPN or Bleacher Report, looking for stats that can help them prove their knowledge to their friends. As one of the league’s sponsors, AT&T wanted to reinforce its Best Network campaign message — "Just OK is Not OK" — by reminding fans they shouldn’t settle for anything less than the best.
Idea
A series of programmatic ads that served up “just OK” game stats were created to run on ESPN.com, a platform fans would already be digging into. By leveraging 3 data points — location, time and ESPN’s real-time data — fans of 9 teams were hyper-targeted, with each ad being customized with a contextually relevant but utterly useless stat about their team. More than 500 unique stats were created, with 1,400 banner versions in total, across 9 teams and 17 different in-game triggers. During the games, ads were updated 3 times a minute, reacting in real time to the action on the field. The ridiculousness of the stats was resolved with a tagline that connected it back to AT&T’s best network claim — “Game Stats, Like Networks, Should Never be Just OK.”
Results
Throughout the season, the campaign had a total of 220 million impressions, proving the consumer engagement with these contextually relevant ads.