Wednesday, December 30, 2009

Responding to competitor attack ads

AT&T counters Verizon's claims

Early in fall 2009, Verizon unveiled a new advertising effort attacking rival AT&T to complement its long running "Can you hear me now?" campaign.

Using coverage maps, Verizon's new campaign claimed AT&T's wireless 3G coverage paled in comparison to Verizon. Verizon hoped that a picture was indeed worth "a thousand words".

AT&T did not wait long to respond
However, it was a lawsuit petitioning the court to require Verizon to stop the ads. The request was declined.

If at first you don't succeed...
Immediately after their court defeat in November 2009, AT&T moved to counter Verizon's claims with an advertising campaign of their own. Since then, AT&T advertisements have been run across media. The ads had themes similar to the ads below.

Where things currently stand
There has been no slowdown at year end 2009 as the wireless giants continue to trade advertising punches. However, AT&T is not allowing Verizon to solely frame and control the messages put out to the public.

And in the meantime
Sprint and T-Mobile will be happy that Verizon and AT&T keep beating each other up.

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