creative strategist
Role: Strategy, Art Direction
The Insight:Gen Z treats phone carriers like situationships, lacking commitment and always jumping to the next best thing. But the truth is, you don’t know what you have till it’s gone.
The Idea:Love and data plans are messy. But the truth is, Verizon still thinks about you. You might have switched, but we never really let you go. Because even if you’ve tried others, we both know no one connects with you quite like we do.
And if our extensive research in rom-coms taught us anything, it’s that the only way to win you back is with a grand gesture. So this campaign is exactly that. Our love letter, our mixtape, our “I’ve changed” speech straight from the heart. Because what we had was real.
And the bottom line is, we really want you back.
Our campaign will be launched through direct mail. The first letter will be sent to a large group of former Verizon customers as an inexpensive but meaningful way to reconnect. The bigger gestures—like event tickets—will go to a mix of influencers and long-time former users to spark organic buzz and show lasting appreciation for loyal customers.
Our OOH uses Verizon’s customer data to write personalized messages to exes and reminsice on the good times they shared together. A giant poster will even display a voicemail transcription from Verizon, letting people know they’re still waiting for you.
Then, we’re going to “deep like” exes. To spark conversation, Verizon commits the ultimate digital faux pas: liking their ex’s old Instagram posts. Verizon can then respond to their exes that respond to them online.
Similarly, push notifications will mimic texts from an ex; nostalgic, personal messages reminiscing about the good times and hinting at reconnection.
YouTube ads will be targeted towards users not on Verizon’s network, with a playful hint at what they could have if they switched back.
Lastly, the best way to grab your ex’s attention: a personalized, heartfelt voicemail from a hearthrob celeb.
A deeper dive into our strategy:
Copywriter & Co-Strategist: Kenna Lloyd