AT&T's new ad campaign 'the Last Text' is an attempt to take aim at one of the 21st Century's newest and most dangerous innovations -- texting and driving.
'The Last Text' ad campaign was conceived by a large and skilled team at BBDO, including the company's chief executive officers. 'The Last Text' ad campaign was hit in the advertising community and won the Silver Integrated Lion at Cannes International Festival of Creativity earlier this year.
In addition to print and radio marketing, the ad campaign also contains ten-minute long YouTube documentary that features testimonials from the friends and family members of real life individuals who died in their cars after either reading or sending a text.
'The Last Text' ad campaign attracted major media attention from outlets like CNN, the White House Blog, and Good Morning America. Take a look at the commercial and the print materials to see what captivated the advertising and entertainment world about this campaign.
Implications - One of the most effective ways a company can raise awareness through PSAs is by using real stories that focus on the serious, human cost suffered by people who did not adhere to the message. By eschewing the route of comedic PSA advertising and using real-life testimonials from families affected by the action, the company increases the chances that the impact of the commercial will be real with the public.
Terrifying Text Tales
'The Last Text' Campaign Urges Teens to Stop Texting While Driving
Trend Themes
1. Texting and Driving Awareness - The 'Last Text' ad campaign highlights the dangers of texting and driving, creating an opportunity for companies to develop innovative solutions to prevent distracted driving.
2. Real-life Testimonial Advertising - Using real stories from families affected by texting and driving, the 'Last Text' campaign showcases the power of personal narratives in raising awareness and presents an opportunity for companies to incorporate authentic storytelling into their marketing strategies.
3. PSA Impact Through Emotional Messaging - By emphasizing the serious human cost of texting and driving, the 'Last Text' campaign demonstrates the potential of emotionally charged public service announcements and encourages companies to use similar strategies to make a lasting impact on audiences.
Industry Implications
1. Automotive - The 'Last Text' campaign creates opportunities for the automotive industry to develop and integrate innovative technologies that support safer driving and minimize distractions.
2. Advertising and Marketing - The success of the 'Last Text' campaign showcases the effectiveness of real-life testimonial advertising, presenting opportunities for companies in the advertising and marketing industry to leverage personal narratives in their campaigns.
3. Non-profit and Advocacy Organizations - The 'Last Text' campaign raises awareness about the dangers of texting and driving, opening up opportunities for non-profit organizations and advocacy groups to collaborate and advocate for safer driving behaviors.