Verizon: Austinites Unite

This case study describes how Verizon, the telecoms company, launched a campaign to win customers during the busy SXSW festival, held in Austin, Texas.

Verizon: Austinites Unite

Campaign details

Agency: Erwin PenlandBrand: VerizonAdvertiser: Verizon

Campaign summary

Every year, the world descends on Austin. And there's nowhere else you'd rather be. Unless you're an Austinite.

That's the simple truth we leveraged to win the hearts and minds of Austinites and propel Verizon forward in a market that hadn't seen significant positive brand momentum in decades.

You see, Austin - along with most of Central Texas - is AT&T country. Verizon is dominated in media spend, local sponsorships and on-the-ground presence. So, when we were asked to disrupt the...

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