CALL CENTER BRANDING
AGENTS OF NOW
To inspire call center agents to sell our new TV streaming service DIRECTV NOW, we created three original superheroes—representing our sports dominance,
international programming and our new cloud DVR. From naming to illustration to design, everything was created and produced in-house.
At 100 call centers across the country with 14,000 agents initially targeted, the campaign achieved an unprecedented 19% sales lift. The addition of 2M new subs
in year one far outperformed plan, making DIRECTV NOW the fastest adoption rate for a new product launch in AT&T’s history.
THE CLOSERS
We created four superheroes who personified the benefits of DIRECTV plus their arch-rival villain from the World of Cable and featured them in a 16-page
comic book, the first AT&T has ever produced. Facing off in an epic battle against Major Annoyance, our heroes Captain Closer, Bundle Master, Jet Stream
and Ultra Advance Receiver saved the galaxy from dropped channels and bad customer service. The campaign (which also includes standees, action figures, t-shirts,
posters, coffee mugs and sales guides) revolutionized the way sales training materials are used to motivate and educate AT&T’s call center agents.
BE PROUD
This campaign was created to motivate frontline sales agents at AT&T call centers. The campaign became
so popular that it was featured on AT&T’s internal televised news program “Around the Globe.”
