Verizon: The team that wouldn't be here

Verizon, a wireless network operator, created an impactful Super Bowl campaign that helped consumers see how reliable its network is through a video that highlighted how first responders had used Verizon to answer life-saving calls for some NFL players.

Campaign details

Brand: VerizonAgency: McCann New YorkCountry: United States

Why is this work relevant for Creative Strategy?

We used the Super Bowl to reframe our core proposition in a way that not only leveraged the platform but also upended the marketing tropes of our category and the Super Bowl itself.

Background

By recasting reliability, our core differentiator, in emotionally-charged terms, we created an impactful Super Bowl campaign that helped consumers see the brand differently and value its truth anew.

The goal was to gain more than our fair share of the conversation and engagement, and...

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