AT&T Wheel of Whoa


Case Study

  • Social Media
  • Partnership
  • Social Media Campaign
  • 2D Animation
  • Conversion Tracking
  • Creative Execution

We brought culture and advertising together by giving life to the loading wheel through the animations of artist Pablo Rochat. Right when they least expected it, the loading wheel transformed into a bit of animation. Amusement replaced frustration, and a clever take on an age-old bother reinforced that AT&T Fibre is a far faster alternative. Woe becomes whoa, and the results speak for themselves: 18 times more efficient CPV, 8.5 million views, 120% higher click-through-rate than baseline, a sales conversion rate of 20% (compared with a baseline of 5%), and a mountain of positive sentiment online.