Verizon rewrites the book on the home internet – Marketing Communication News
Verizon rewrites the book on the internet at home – literally – with a new agency campaign Madwell.
Madwell’s latest campaign for Verizon positions Verizon Home Internet as a welcome choice for consumers who didn’t know there was a better option and want fast, reliable Internet without surprises.
Verizon offers the service starting at $25 per month with no annual contract, no hidden fees, no equipment charges or data caps. And the price is guaranteed for at least two years. The campaign aims to increase awareness and demand for the service.
“We found that consumers are hesitant to switch providers because of the time and effort involved,” says Mau Galvan, Creative Director at Madwell“and that there is also a perceived lack of choice, which further impedes change, so we wanted to clarify that there is choice. Because in the end, you may try to live with your provider of current Internet access, or you can upgrade to Verizon Home Internet and be happy.
The agency’s most recent work features amusing, completely fictionalized and dramatized book reviews based on the emotional pulls of dealing with the complications of a cable bill. The series includes three genres of books: educational, thriller and romantic novel.
In the first spot, “Persistent Enigma”, the review is for the fictional book “Understanding Your Cable Bill”. A man’s deep voice suggests: “One of the most renowned mathematicians of our time delivers a new book that tackles one of the most enduring mysteries of our time: understanding your Internet bill by cable. It makes sense that it takes almost a genius to figure out cable internet bills, but Verizon’s voice of reason offers a better alternative. “Or… if you prefer simplicity, upgrade to Verizon Home Internet. $25 per month, every month. Ditch the cable today.
In “The Other Charges”, we hear about a young couple struggling to uncover the secrets of their cable internet bill. “You want secrecy, uncertainty, drama,” the deep voice intones, “this book is for you.” Followed by “Or…if you prefer simplicity…” Again, Verizon comes up with a simpler option.
“Unbridled Costs” is a story of heartbreak at the hands of a cable internet provider. A seductive female voice introduces Lorena, a woman who has “an expensive partner.” This is followed again by a voice of reason offering Verizon a better option.
“Verizon Home Internet” will air on social media, digital video and digital radio nationwide with three videos: 30 and three: 15 on YouTube, two radio spots: 30 and 15-20 social media posts .
- Creative Agency: Madwell
- Chris Sojka, CCO and co-founder
- Mau Galvan, creative director
- Jessica Auville, CDA
- Anna Lindell, lead designer
- Jake Wilhelmsen, Senior Writer
- Sara Jabbroni, designer
- Gabriela Benitez, Vice President of Client Services
- Keisy Bisono, Account Manager
- Kristen Paterno, Account Supervisor
- Klodet Torosian, Vice President of Production
- Brigid McEntree, Group Production Manager
- Meg de Recat, Senior Creative Producer
- JP Summers, Senior Strategist
- Client: Verizon
- Andrew McKechnie, SVP, Chief Creative Officer
- Ricardo Aspiazu, Executive Director, Creative Marketing
- James Hogan, Director, Creative Marketing
- Greg Sacharoff, Senior Director, Creative Marketing
- Taylor Schulte, Manager, Creative Marketing
- Sophie Saguil, Creative Marketing Consultant
- Brendan O’Malley, Senior Manager, Broadcast Production
- Pam Piscatelli, Manager, Broadcast Production
- Production Suppliers
- Carbon VFX
- Liam Chapple, ECD
- Nick Haynes, EP
- Caroline Goujard, producer
- Frank Grecco, leader
- Tyler Heacox, CG
- Patrick Arrington, CG
- Dale Hyder, CG
- Momo Zhao, Design
- Joe Scaglione, Flame
- John Price, Flame
- Carbon VFX