Wake Up With CrAIg

AT&T Business wanted small business owners to feel seen, so we launched a startup of our own. Wake Up With CrAIg is an AI alarm clock built by Craig Robinson and his old Office castmates Ellie Kemper, Angela Kinsey, Oscar Nuñez and Creed Bratton. The company grew up in public across TV, social and OOH, selling AT&T Business Internet, Dynamic Defense and the AT&T Guarantee along the way. The story ran in chapters, then wrapped with a short film that premiered at Tribeca. It became the most successful campaign in AT&T’s history, with 52% more engagement and a 9 point lift in purchase intent.