Case Study 1 - Triple Play Campaign
Client: Verizon Communications
Date: Q1 2007

Background:
Voice is Verizon’s core business. Since 2006, cable has been aggressively promoting Triple Play product, offering digital voice product on top of their fist products, Internet and TV content. Therefore, Verizon Triple Play uses Verizon’s reliable voice product as the lead offer and is positioned as the strategic product to prevent further line loss to cable competitors.

Challenges:
1) Higher package price
2) 3rd quarter in the market and need to boost customers interest creatively
3) Acquisition campaign but needs a Lunar New Year greeting

Consumer Insights:
1) Research on everything before making purchase decision
2) Enjoys comic characters and used to comic book-type of creative

Strategy:
Focus on competitive product benefits with fun characters to enhance Verizon’s broadband/entertainment image.

Media:
Integrated off-line and on-line to maximize reach

Results:
1) Achieved lowest CPC within Verizon organization
2) Increased Asian broadband penetration rate by 2%, attaining broadband penetration at 60% vs. the mass market’s 52%

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