Verizon FiOS: Enciéndete FiOS

Verizon's FiOS product, offering cable TV, internet and phone, still lacked awareness and differentiation among the US Hispanic community five years after launching.

Verizon FiOS: Enciéndete FiOS

Business Situation and Campaign Objectives

Background

Due to the rampant growth of the Internet, two giant industries collided: telecom and cable. Telecommunication companies, who had invested heavily on data infrastructures, quickly realized that an Internet "only" offer (Internet and phone line) was leaving money on the table. They expanded to TV services. In turn, cable companies invaded telecom territory by offering Internet and phone services.

Their vicious fight created a marketplace packed with price and promotion offers. Consumers were confused and services were commoditized. In addition, five years after being launched (September 2005), Verizon FiOS, the...

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