The Ask: Help Verizon to reignite emotional loyalty among Gen Z, reducing churn, and reclaiming lapsed users.
The Insight: In a commitment-phobic category, Gen Z treats phone plans like situationships, easy to switch and hard to stay loyal. But, even though Gen Z avoids commitment, they still long for genuine connection, drawn to flaws and a bit of messiness. [Strategy Deck]
The Idea: Have Verizon reach out to its “exes” — former customers — with grand, rom-com-style gestures that show just how far we’ll go for a second chance. Love & data plans can be messy, but the point is…
We Really Want You Back.
PR/ MAIL
Launch the campaign with personalized “grand gestures” mailed to former Verizon users, using consumer data to make each one meaningful and hard to ignore. Larger gifts—like event tickets—go to influencers and long-time users to drive buzz and show appreciation.
OOH
SOCIAL
PUSH NOTIFICATIONS
Imitates texts from an ex; nostalgic, personal messages using Verizon’s user data to reminisce about the good times and hint at reconnection.
RADIO & PODCASTS
YOUTUBE/ TIKTOK
Targeted only for those not on Verizon’s network.
The best way to grab your ex’s attention: a personalized, heartfelt voicemail from a hearthrob celeb.
VOICEMAILS
THANKS (& MISS YOU ALREADY…)
Art Direction & Strategy: Mia Forouhari
Copywriting & Strategy: Kenna Lloyd