To demonstrate that it's more than a phone company, Verizon created interactive experiences for consumers around the NFL, Gwen Stefani and the Grammys.
We've all done it. We've been on our cell phones or PDAs when our conversation is interrupted by a bad connection, or the call is dropped, and we've uttered: "Can you hear me now?"
Verizon's tag line is the most recognized and repeated, often inadvertently, telecom communications advertising campaign in the last five years.
It's a great campaign, but Verizon is more than a telecommunications brand -- and wanted consumers to know that.
With the success of Verizon's telecommunications brand eclipsing its other market segments, American consumers have not associated Verizon with its other offerings as widely. While it is a consumer brand, it is not one that consumers would necessarily think of in terms of engaging with until it is time to pay their cell phone bills.
It is no small task transforming a well-known Fortune 100 brand in a tightly regulated industry from a brand with strong name recognition in a single vertical to a brand that consumers personally align with across multiple technology media.
The challenge: How to move Verizon from a telecom utility brand to something consumers associate with leisure, entertainment and enjoyment.