01
A JOURNEY OF A THOUSAND MILES MUST BEGIN WITH A SINGLE STEP
AT&T CAME TO THE RAZORFISH TEAM WITH A UNIQUE OPPORTUNITY; BUILD A PRODUCT THAT WOULD LIVE AT THE FOREFRONT OF AN ENTIRELY NEW BUSINESS UNIT WITHIN THEIR ALREADY MASSIVE STRUCTURE - HOME AUTOMATION. A HIGHLY COLLABORATIVE DEVELOPMENT CYCLE BEGAN WITH EXREME INTRICACIES ON THE DEVELOPMENT SIDE, COMBINED WITH INTENSIVE USER RESEARCH AND, CAUSED BY A QUICKLY SATURATING MARKET, A BIGGER QUESTION AROSE IN WHAT MADE DIGITAL LIFE DIFFERENT THAN THE COMPETITION AND HOW THAT STORY COULD BE TOLD THROUGHOUT ONE’S INTERACTIONS WITH THE APPLICATION(S), TO ONLINE AND OFFLINE MARKETING EXECUTIONS. WE QUICKLY SAW THAT THE CUSTOMIZATION OF SCHEDULED EVENTS YOU COULD SET UP ON DIGITAL LIFE, ALLOWED IT THE FLEXIBILITY TO ADAPT TO ANY LIFESTYLE. OUR COMPETITIONS RIGIDNESS IN SCHEDULING AND FOCUS ON THE SECURITY ASPECTS AND NEGATIVE REASONING WHY YOU SHOULD BUY THEIR SYSTEM, QUICKLY BECAME THE ANTITHESIS OF WHAT DIGITAL LIFE WAS ALL ABOUT. YOUR LIFE, NO MATTER HOW YOU LIVE IT. TO TELL THIS STORY, WE NARROWED OUR FOCUS TO EDUCATING POTENTIAL BUYERS DOWN TO FOUR TYPES OF USERS:
02
CONTINUING A PARTNERSHIP
BORN FROM THE TRUST AND COLLABORATION OUR TEAMS ESTABLISHED IN THE PRODUCT PHASE, AT&T PUT THEIR FAITH IN OUR TEAM’S UNDERSTANDING OF THEIR PRODUCT’S LAUNCH AND AWARDED RAZORFISH MULTIPLE MARKETING INITIATIVES INCLUDING A ROBUST WEBSITE TO EDUCATE AND INITIALIZE SETUP (WITH A HIGHLY ENGAGING HOME BUILDER WIZARD), IN-STORE EXPERIENCES SHOWCASING THE PRODUCTS FEATURES AND LIFESTYLE BENEFITS, THE INITIAL DISPLAY AD CAMPAIGN, UNIFORM AND AUTO FLEET CONCEPTING AND, A FIRST FOR RAZORFISH, COMMERCIAL WORK BASED OFF OF THE ONLINE VIDEOS WE PRODUCED THAT HIGHLIGHTED THE LIFESTYLE PACKAGES. THROUGH EACH OF THESE CONSUMER TOUCHPOINTS, THE COMMON “DAY IN THE LIFE” THREAD WOVEN THROUGHOUT EACH ONE.
