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Verizon
Power Trumps Pretty

RAN IN: United States

CLIENT
Verizon Wireless

David Bowen, Director, Brand/Consumer Advertising
Suzi Yebio, Director, Multicultural Advertising
Travis Nilsson, Consultant: Advertising

AGENCY
mcgarrybowen *Lead Agency

Mark Koelfgen, Executive Creative Director
Warren Eakins, Executive Creative Director
Lee Roth, Account Managing Director
Matthew Schabdach, Account Director
Caitlin Reynolds, Account Supervisor
Mike Welch, Account Supervisor
Ben Bawden, Account Executive


Universal McCann


Zenith Media


Global Hue


AdAsia


SUMMARY

iPhone dramatically changed the wireless category, driving AT&T to record sales and Verizon to a six year low in growth. Verizon needed its answer to the iPhone, and they brought the agency a thick, heavy phone on a then-unsuccessful operating system. By identifying the iPhone discontents and their values, we created a brand for the device and a rallying cry for iPhone discontents: power trumps pretty -smartphones should be about power and performance, not style. The result: the first true answer to the iPhone, with record sales and shattered goals

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, Product Design, Consumer Involvement

Audience: Launch or relaunch a brand/product,Have a david take on a goliath

Type: Business to Consumer

Classification: Local,Regional,National

Language: English