Gen Z coined situationships—and they're applying the same logic to phone carriers. With 25% considering switching next month, brand loyalty is fragile. So Verizon leaned in: treating former customers like exes, making grand gestures, and proving we're still the best connection they've ever had.
We Want You Back | 2025
Role: Copywriter, Strategist
To launch the campaign, Verizon sparked conversation by committing the ultimate digital faux pas: liking their ex’s old instagram posts…
”DEEP LIKING” OUR EXES
Then, they took the campaign public with billboards reminiscing on the good times they had.
OOH
Next, Verizon mailed “grand gestures” to their exes using consumer data to make each one personal. Larger gifts—like event tickets—went to the longest-time former users to drive buzz and show appreciation.
PR/ MAIL
RADIO & PODCASTS
YOUTUBE
Targeted only for those not on Verizon’s network.
PUSH NOTIFICATIONS
Art Direction & Co- Strategist: Mia Forouhari