Verizon - Push to Talk
Campaign: Verizon Wireless Push to Talk
Date: June 2009
Target Audience:
Demo: Male, “blue-collar workers” with an average household income greater than $40,000
Objective: To use digital out-of-home as a competitive advantage in order to target blue-collar workers looking for a cost-effective alternative to a wireless phone plan:
- Increase awareness of Verizon’s Push to Talk services and its major advantages; cost effective, quick exchanges, group calls, and coast to-coast coverage
- Increase the amount of new Verizon wireless users and retainment of its current users with enhanced plans such as Push to Talk
- Reinforce Verizon Wireless’ “reliability” and competitive pricing as a brand
Execution: Working closely with Zenith Media, ADCENTRICITY was able to identify the target audience within vital geographic areas to develop a strategic plan. From there, utilizing ADCENTRICITY‘S platform, AdVenue, over 3,000 screens in convenience stores, gas stations and quick service restaurants within the zip codes of the top 10 DMA’s that had a higher than national average of “blue collar workers” with an average HHI greater than $40,000 were selected. The platform helped to cross-section the target profile with the venue types, occupation, age, and household income.
Results: Verizon Wireless was the first to take advantage of ADCENTRICITY’s newest service, “Research Lite”, a partnership with Peoplecount, an award winning research firm and supplier of audited out-of-home circulation data. The results from this study determined that digital out-of-home screens were the number one noticed advertising vehicle within each selected venue amongst ten other advertising displayed. Further, 79 percent of consumers noticed the digital screen within the environment. The Verizon Wireless campaign effectively reached the targeted consumer within each market and venue in which it ran. 46 percent of all respondents were within occupation, age and household income target profile.
The campaign is expected to serve more than 17,000,000 played ads, with an audience impression of 8,562,768. *(Results not available at time of publishing)
