Because we knew the genre of content AT&T's DIRECTV customers watched, we thought to target those who viewed action/adventure/fantasy shows with a Star Trek-themed mailer. CBS was set to rekindle decades of nostalgia and fondness for the famous property amidst a storm of media hype. It would be a timely, relevant, and compelling piece.
I worked iconic phrases from the Trek universe into headlines and body copy promoting an unlimited data plan. Each reference would be an Easter egg of sorts for anyone even vaguely familiar with previous series and films.
We also knew which AT&T customers had children in their homes. So why not target them with family-friendly, parental-empowerment messaging? We also proposed doing just that.
Here I used language that tied to the animation-based visuals and gave parents a subtle pat on the back for thinking of their kids.