Verizon

U.S. Hispanics perceived Verizon as the most reliable network, but considered it expensive and unapproachable. To connect with our audience we decided to talk about ‘value’ by using humorous comparisons with a little help of comedian Paul Rodríguez.

To be more accessible to Hispanic communities, we went beyond our traditional media mix and partnered with local radio djs and created events - like soccer clinics - to drive the value message during the most important cultural moments.

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.