Astrid, Jules, and Shannon

Winthrop Creative
Dr. Hubbard
6 February 2024
Campaign Proposal

Campaign Objective
Our campaign objective is to reach mature audiences of all genders (50+ age group)
effectively and promote the products and services that AT&T offers that will help
members of this audience to feel empowered, supported, and connected in the digital
age. Through our campaign we hope to engage mature audiences and acclimate them
to the brand by using advertising tactics that appeal to the audience’s needs.

Research
To understand our audience, we performed secondary research and collected
information from online articles and websites. We wanted to find out what issues many
members of the mature audience have with technology, what members would like to
see in advertising, and how members would like to be represented in advertising.

Many members of our audience have trouble keeping up with the digital age and the
rapid changes in technology, they have difficulty interpreting technology due to
age-related issues (may include vision, hearing, and/or cognitive issues), and have a
fear of making mistakes due to lack of understand (Fullmer, 2023).

Mature audiences value credibility, honesty, clarity, and portrayed image in advertising
(Hamingson, 2024). Underestimating and understanding ageism and its portrayal in
media were important factors that we took into consideration while developing our
campaign (Hamingson, 2024).

Many members of our audience commonly get media through cable television
predominantly, social media (Facebook is most popular), the internet, and some from
print media and radio (Bowers, 2021).

Applications
Given the research conducted, we created a storyboard for a television advertisement,
a display advertisement, a print advertisement, and a Facebook advertisement to
appropriately reach our audience.
Values that we kept in mind while creating our campaign included empowerment,
strength, independence, vitality, happiness, and connectedness. Through each
application we expressed these core values with the tagline “Stay Connected, Stay
Vibrant.” This tag line connects our advertising applications and appropriately
represents our campaign values.

The television advertisement follows the story of four different 50+ adults, performing
different activities with different AT&T products and services created to support the
audience. At the end of the advertisement, these four adults meet with each other and
go to a party and are shown enjoying their time together. The goal of this advertisement
is to show that our demographic is lively, capable, independent, and connected with
their community while using AT&T products and services. This advertisement would be
aired on cable television and on social media platforms, such as Facebook.

The display and print ad features a picture of members in our target audience dancing
and swimming with our tagline featured on both. The imagery, again, is used to reach
our audience in a way that aligned with their perceived values and brand values. These
advertisements would be displayed and published after the television advertisement
was released.

The Facebook post created for the campaign includes a picture of two members of our
audience running with a caption that reads “AT&T products and service are there for
you!” with our hashtag of “StayconnectedStayvibrant” to allow other users to re-use the
hashtag and spread awareness about the brand. Multiple posts would be released with
similar imagery and wording using the hashtag to promote consistency and remind our
audience of our dedication and message.
 Resources

Bowers, L. A. (2021 January 20). TV, internet most popular news sources for older
adults: Survey. McKnight’s Senior Living.
https://www.mcknightsseniorliving.com/home/news/tv-internet-most-popular-new
s-sources-for-older-adults-survey/

Fullmer, E. (2023, January 19). 8 reasons seniors can struggle with technology.
HelpCloud LLC.
https://www.helpcloud.com/blog/8-reasons-seniors-can-struggle-with-technology/

Hamingson, N. (2024, January 19). How to market to senior citizens on Social Media.
Business News Daily.
https://www.businessnewsdaily.com/10146-target-older-demographics-social-me
dia.html#reaching-older-audiences-on-social-media-requires-a-multifaceted-appr
oach