AT&T NSAC 2025
In the National Student Advertising Competition, we were tasked with developing a campaign to help AT&T connect with Gen Z.
40
Competitive Analysis: Analyzed customer sentiment and forecasted behavior trends, with a focus on Gen-Z preferences and interest drivers.
400+
Analyzed 400+ survey responses to extract insights, identify trends, and inform strategic recommendations.
$70M
Strategized and drafted a $70M budget allocation plan, leveraging seasonal insights and external influences to optimize resource distribution and impact.
80+
Presented the strategic plan to 80+ industry professionals and judges, showcasing insights and recommendations.
Key Outcomes:
Plans Book
Campaign
This campaign focused on creating a strategy that positioned AT&T as more than just a phone provider or monthly bill, building stronger connections with Gen Z through culture, community, and digital engagement.
Tactics included traditional and digital media planning, audience research, campaign strategy, and media budget development to create an integrated campaign targeting Gen Z audiences.