AT&T Wireless Digital One Rate

AT&T Wireless was a loose federation of local carriers with only a logo in common. Competition at the local level was fierce and costly as no brand differentiated itself on anythingbut the price of service. With the launch of AT&T Digital One Rate, AWS transformed the wireless industry overnight and drove its new subscriber growth at twice the industry average. Sieck led the strategy development,communicatons planning and launch effort.

 

Brand idea:
With AT&T Digital One Rate, you’re free to use your wireless phone.