Verizon
“For The Unlimited Generation"
Context
Verizon launched unlimited
during the GRAMMYs. While many
reacted positively and joined the
network, others still need convincing.
Including millions of Millennials.
Millennial Value Streamers
Objective
To strengthen brand affinity for Verizon
among Millennials, driving penetration
with this important and influential group.
We will focus on Verizon’s Unlimited
plan.
Strategy
This campaign was created to speak to the every day, tech savvy, social media-loving millennial. By engaging with them on a personal level, we found ways to not only interact with them, but get them to willingly interact with us, by doing what they do already: share social media content. With the use of influencers and their own everyday passions, because we understand that every millennial is different and doesn't like being categorized, we encouraged them to continue to live unlimited and to share it with the world using our unlimited data.
Social Media
We understood that Millennials make up their own generation. It's theirs and we want them to embrace it and share it with the world. We wanted them to continue to live unlimited because we know that they are an unlimited generation. We came up with the hashtag #UnlimitedGen
and left a blank space for them to identify what their own unlimited means.
OOH
With our focus on social media, we wanted to continue to reach our audience by giving them print ads. With these ads we wanted to represent millennials as individuals while still keeping in mind that no matter who they are, they can capture every moment with our unlimited data.
TV Spots
While we concentrated primarily on social media, we wanted to create a TV spot that who air on social media to continue to enforce the idea. We decided to use YouTube as a platform because like it its social media counterparts, it is vehicle that is regularly used by Millennials. In the TV spot we wanted to portray the different personality types of Millennials. We get that they are different and we want them to understand that we get that, and that we want them to continue to be different, living their unlimited lives.
Unlimited Tours
Influencers are a major resource when it comes to reaching and gaining the attention of Millennials. Because of this, we wanted to launch a tour where we would send up to 6 influencers of different categories (music, travel, beauty, etc.), minimum the duration of a week, to various places in Canada, USA, and Mexico (Verizon's network). We would choose places that would create buzz amongst the millennial social media world, reinforcing the message that, no matter where you are or what you're doing, Verizon's unlimited data has got you covered. This means no longer having to find a wifi signal that will in essence interrupt your good time. We would use all the intended social media platforms to post and stream their adventures with #UnlimitedGen. The places scheduled for visiting would be parties, festivals, large events, land marks, etc. This video is a promo of sorts to help Millennials get excited. Overall, we want to get millennials to follow so that they can be apart of the network and take an even further step, to be who they are with Verizon in their pockets.
#UnlimitedGEN
MEET THE TEAM
(From left to right)
Aaron Rolle
Florida Atlantic University
Ariana Satchell
Florida Atlantic University
Paula Valbuena
Florida International University
Marra Wood
University of South Florida
Carlos Spartacus
Florida International University
