Javelin Direct - AT&T U-verse
Sarah Hunt, management supervisor; Kelly Jo Stauffacher, management supervisor; Jason Gurule, director, brand planning; John Hall, vice president, group creative director; Gary Baer, senior art director; Lori Tutt, associate creative director; Steve Stevenson, creative director; Meghan Rygg, creative supervisor; Chris Ruppel, web developer
This banner ad, e-mail and ugc campaign for the at&t U-verse tv service succeeded by shamelessly pandering to customers' cuteness reflex. E-mails containing pictures of irresistible antlered dogs invited viewers to join in by turning their own pets into jokey holiday cards. Javelin Direct rewarded clickthroughs with a simple tool that let users accessorize images of their own pets and send the cards to friends. By keeping the concept light-hearted, Javelin gave busy users a five-minute break from the holiday press and gave at&t a way into countless inboxes.