With so much noise from Internet and TV providers, confusion among consumers was high. Verizon wanted to break through and give consumers a clear, compelling reason to switch to its offering.
Many consumers accepted subpar service as the status quo. We set out to show that they could eliminate frustrations and get outstanding Internet and TV that simply worked when they needed to.
We focused on the challenges of inferior service through an integrated campaign that included outdoor, digital, direct mail and radio — driving consumers to a conversion-optimized landing page.
The campaign led Verizon’s Florida region to exceed projections — outpacing national sales rates across multiple channels by 15.3 percent, while reducing the cost of acquisition in Florida.