OBJECTIVE:
Educate people about Verizon’s new 4G LTE network (the most powerful wireless network in America). Verizon was the first to offer 4G LTE, and needed to increase awareness and gain market share before competitors flooded the market with misleading messages.

OUR TARGET:
Everyone with a computer.

THE PROBLEM:
Burnout. With 70 billion impressions to fill, seeing the same TV campaign online is going to get old fast.

SOLUTION:
More video content. With annual online media spends as large as Verizon’s, media outlets like AOL, sometimes give back what is known as ‘Added Value’ to agencies.

EXECUTION:
We took our ‘Added Value’ in the form of production resources and together created dozens of unique videos. Each delivering the same Verizon message as the TV campaign.

RESULTS:
It worked. Click through exploded. Each new video release saw an increase in traffic up to 400%. Totaling more than a million views.

• Launch date 1: 150%
• Launch date 2: 700%
• Launch date 3: 55%
• Launch date 4: 71%
• Launch date 5: 400%

Three videos now rank in the top 10 most viewed videos of all time on Verizon’s YouTube channel. All 50-plus videos were created for less than the cost of one typical broadcast TV spot.