Vtech and AT&T
Challenge
VTech was keen to leverage the AT&T brand to take on its major competitor, the market leader in the cordless telephone sector, by introducing an entirely new range of ten phones - the E-Series. PDD needed to understand the AT&T brand values, and the US market.
Solution
PDD mapped the profiles of VTech customers to establish the key traits and differentiators that would influence the ultimate design of each phone in the range. AT&T’s brand values were analysed to uncover the familiar visual cues that helped to coordinate the phones together under a single brand language. By drawing on AT&T’s visual heritage, PDD ensured that the new range would stand up to competitive products, without directly competing for market share with VTech branded phones.
Result
Appealing to a more traditional market, with classic styling cues that echo the values of the AT&T brand, the E-Series was launched at the Consumer Electronics Show in America and was immediately snapped up by leading US retailers. The range has subsequently been well received by US consumers.
Client's Comments
"We selected PDD for their proven history in the US telephony marketplace, flexibility to work closely with our internal resources and their capability to encompass the large scale of the project....the new designs represent the AT&T brand in an updated way that provide appeal across market segments."
Jane Donnelly, Product Line Director
