Verizon

When Verizon launched its “Rule the Air” campaign, we knew U.S. Hispanics would resonate with a message that empowered them to not only stay connected with friends and family, but to also stay closely connected to their culture. That’s how “Tú Mandas” was born — a play on words that translates to “You’re the boss” or “You’re in charge,” and also nods to all they can send on their devices.

U.S. Hispanics perceived Verizon as the most reliable network, but considered it expensive. So this campaign was all about delivering the best value for their money, narrowing price perception, and making the brand more approachable.

Besides a mix of traditional media, sponsorships, and integrations, we partnered with local radio djs and created events - like soccer clinics - to spread our message and be more accessible to Hispanic communities.

During the holidays, we focused on multigenerational Hispanic households, because technology is more than just a fancy holiday gift — it’s an investment in the future. And since Verizon has something for everyone, we mixed traditional villancicos (Christmas carols) with pop hits to appeal to everyone in the family.

After positioning Verizon as a friendly, accesible, and down-to-earth brand, we had an opportunity to bring in a bilingual, bicultural celebrity as a “value ambassador” to connect the dots for our segment in a straight-forward way. Enter Paul Rodriguez.