AT&T Connected Car
Hexagon AB is a global technology giant specializing in autonomous systems that use “reality capture” and digital twins to turn real-world problems into data-driven solutions. In 2022, I was brought on to help with a full redesign of hexagon.com, bringing together a massively broad offering of products and services under a single global brand experience. I partnered with Hexagon’s internal team to help shape the site’s entire content strategy, ensuring the new platform could clearly communicate Hexagon’s value to a wide range of audiences without getting lost in the depth of a giant portfolio.
THE PROBLEM
AT&T was building a booth at CES to promote their In-Car WiFi and Wireless Internet Service, but the program itself was running into a major problem - we live in a time where practically every driver already carries a smartphone with them for work, media and navigation. Those devices already do what the Connected Car does, only without an additional cost to the user, and concerns about data privacy made consumers hesitant to connect yet another data-collecting device to their life.
These were the most challenging hurdle to overcome, as the value proposition of a wifi-enabled car felt like a redundancy at best and a "data tax" at worst, especially in an innovation-heavy environment like CES.
We needed something bold, user-friendly and value-heavy.
THE SOLUTION
THE RESULT
The AT&T Connected Car booth contributed to a record-breaking CES in 2024, which saw 138,700+ attendees (a 20% increase YoY), with "Vehicle Tech" ranking as one of the top 5 most-visited categories on the show floor. The booth successfully moved visitors past the smartphone comparison and was a key driver in making the Connected Car a top-five product category at the event. On-site interviews and social media listening indicated that visitors walked away viewing the car's built-in 5G not as a "spare phone," but as an essential safety and performance upgrade.
Our narrative played to a highly influential audience rich with senior-level executives and decision-makers from Global 500 companies, and supported AT&T’s broader mobility strategy, which drove a 3.5% growth in Mobility service revenues. The messaging framework established at CES 2024 laid the groundwork for major 2025/2026 partnerships (such as the AT&T 5G deal with Toyota), proving that OEMs value AT&T’s vision of the car as a standalone connectivity product was not only possible, but tangible.