Campaign details

Brand: AT&T (Puerto Rico)
Brand owner: AT&T
Lead agency: Lopito, Ileana & Howie
Country: Puerto Rico
Industries: Telephone & internet services
Media channels:  Cinema, Content marketing, Competitions & contests, Email marketing, Events & experiential, Integrated, Online display, Online video, Outdoor, out-of-home, Public relations, Radio & audio, Social media. Television, Websites & microsites, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

All cell phone communications were affected after Hurricane Maria, the worst catastrophic event to hit Puerto Rico in a century, and getting users to like communications brand AT&T wasn't easy. The challenge for the brand and agency was to find a creative way to reach an audience that hadn't fully recovered from the emergency and didn't even have electricity.