Verizon: First Responders First

Verizon, a mobile phone network, encouraged people in the US to switch to its network by launching a film during the Super Bowl that connected 911 callers with first responders that helped save them.

Campaign details

Advertiser: VerizonBrand: VerizonAgency: McCann New York Country: United States

Objectives

Business situation

Verizon has spent billions building America's largest, most reliable 4G LTE network. And people know it's the best—it has the best network perceptions in the category.

The issue is that Verizon's rivals try to steal share from Verizon by stirring up doubts about whether the best network is really worth the price.

These rivals spend >US$300MM/year on ads attacking the value of Verizon's network. They reinforce the same message over and over: all networks are now basically the...

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