Launched in 2007, AT&T U-verse is powered by the latest technologies and offers consumers a better entertainment experience than they can get with cable or satellite television.

Once AT&T U-verse acquires a customer, they need to protect that customer from defection in a high-churn category. One way to do this is to inspire adoption of special features available with U-verse, causing their customers to develop comfortable new habits. Our challenge was to develop communications that promote sticky behavior amongst new U-verse members in a way that is relevant and entertaining for them.

We developed the U-guide, a monthly entertaining member guide that promotes programming and special events along with up-sell, cross-sell and education. Importantly, the U-guide informs and educates new members on how to use and adopt the features that are proven to cause retention, such as programming favorite channels and ordering On Demand.

On Demand ordering, a proxy for retention, has increased as a result of the U-guide. By marrying data, creative and technology with insights that drive communications, we do more than answer a customer's needs, we anticipate their wants. We deliver personalized, multichannel solutions and social conversations in ways relevant to customers and profitable for our clients.