At the beginning of 2015 Verizon was in a pickle. They were leaving behind their iconic “red world” and giving the brand a total face lift. However, they still needed to have a strong competitive message while waiting for the new Verizon to come out. Thus the “typewriter” transition campaign was born. A pragmatic solution with a strong , competitive message but a transitional design that would not completely give away the clean, updated new image the brand was about to reveal.
As one of their multicultural agencies, Verizon brought us the challenge to create a tactical campaign based on “Typewriter” for the bilingual consumers, focusing on how other mobile networks fail miserably when it comes to keeping their promises.
How we did it:
While the general market agencies were using rather long competitive phrases, we took the essence of each of these messages and simplified them into just ONE key word – for stronger memorability. A word that not only reflected the user’s complicated relationship with their network, but one that reflected their mixed-language world, created impact and would also be catchy. We evolved it further and created a full glossary to describe bad wireless networks. That’s how Badnetworkpedia (a glossary of the bad wireless network) came to life.