What I did: Concept, Writing, Photography
Buyers of smartphones aren't always users of smartphones. Sure, a person may sign-up for a sweet two-year contract, buy a neon protective case, and walk around looking good, but the reality is that he might not actually be using his iPhone any differently than he was using his flipping cell phone from the 90's.
One of the key overlooked features on the iPhone that AT&T wanted to promote this past holiday season was the ability to send pictures and video in a text message (MMS).
I worked with an art director to conceptualize an email campaign that went out to millions of AT&T subscribers. We used a humorous (but intentionally obscured) photo of Santa riding a moped as bait to get the audience to request an MMS video message be sent to their phone.
Although watching the video was helpful in understanding MMS (and why Santa was riding a moped), it was a secondary success: by receiving and opening an MMS, the audience had already become a user of MMS. You teach a person to fish...
Done in collaboration with Vehicle Agency in Seattle.