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Fios & Innovation Go Hand-in-Hand.
Summary | Verizon Fios is a top-of-mind brand for fast internet connection and is overlooked for many of its accompaniments in tech. Our goal for this campaign was to bring forward the tech innovation side of Fios because we are more than fast internet. We explored how Fios has been the force for all tech innovations.
What I did:
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Read all consumer trend reports relevant to the category to gather insights.
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Phoned Fios multiple times to see how representatives currently promote their network.
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Talked to anyone I knew working from home to gather consumer thoughts about their network.
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Kicked my phone across the room to make a point while presenting.
Background:
Verizon Fios is driven by the goal of transforming the world of communications.
They envisioned a faster, more reliable future, connecting people from vast distances through the power of a 100% fiber-optic network. Sixteen years, 27 J.D. Power Network Quality Awards, and 5 million customers later, Verizon’s ambition as a leader in the category isn’t satisfied. They don’t want to simply lead. They want to create distance - for themselves and their customers. It is time for Fios to shake up the narrative. To show current and future customers their true colors. It’s time for innovative companies to pay Fios their due respect.
Client Ask:
Position Fios as a tech innovation leader alongside other giants: Apple, Google, Amazon, Samsung, and other companies that are top of mind to consumers.
Objective:
Change conversation around Fios and invite reappraisal.
Cultural Truth:
Over the last decade, our homes have gone through incredible changes.
We went from having one computer room to fridges that track our grocery list and doorbells that keep an eye on your packages. Our love dance with technology allows us to work from home while our children Zoom into class in a different room. People are using an average of 25 devices per household, all simultaneously.
Problem:
When it comes to tech innovation, devices are getting all the attention.
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Truth:
Without a network like Fios, all of these devices are just bricks in our pockets.
Devices without a premium network have the same utility as bells that don’t ring and whistles that don’t blow.
This is who we are trying to connect with:
The amateur techy.
It doesn’t get better than knowing some gadgets make life easy. Watches with the technology to take roles of personal trainers and doctors. Home appliances that make any room fit for hosting. They don’t necessarily think about the technological advancement behind the screen, doorbell, Alexa, Roomba, etc. They care about functionality. Content but maybe not satisfied, they look forward to new releases and stay up to date with the latest in tech. Their collection keeps growing, but they are unaware that the functionality they love could be better if their tech ran on Fios.
Realization:
Fios is the gold standard of innovation.
Fios is pioneering a more powerful network, creating a collaborative cycle within tech.
Strategy:
Fios innovates the best technology to power your technology.
Creative Solution:
Bring On The Future.
We never could’ve imagined any of this. Watches that compare your sleep to celebrities, Doorbells that answer your door, online games with graphics that look better than real life all on the same network at once. It would’ve sounded like science fiction not long ago. But as developers push forward, so do we, because through pioneering America’s most robust 100% fiber optic network, Verizon Fios is able to drive tech to where it never thought it could go. The future isn’t scary, in fact we’re ready for it.
OOH
Fun ways to get the message across for people to see the power of Fios in a different light.
Looking forward to the future now?
Team Hannah Hugeback (ST), Corey Hambly (CW), ShahRukh Tailor (AD), Shannon Bullock (AD)
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