PUTTING "YOU" AT THE CENTER

‍

The challenge: ‍

‍

After expanding beyond Enterprise to once more service B2C audiences, At&T made a play for the future of home entertainment with a converged IP platform that enabled personalized media management. To do it, they needed a sub-brand name and positioning.  

‍

The new name:
‍

at&t U-verse

‍

Why it works:

‍U-verse refers to a universe that revolves around you, which is exactly how this highly customizable digital content platform was positioned and what it offered.  

‍

‍ 

Owler Hook:
U-verse ushered in a new way to manage and experience content, and the notion of “a world around you” continues to command a following. As of January 2019, AT&T still boasts 22.9 million U-Verse users in North America, despite acquiring DIRECT TV in 2015.

‍