Verizon Hispanic Corporate Ad Campaign Focuses on Latinos in Broadband World
Posted by Elena del Valle on August 17, 2005
New York, NY–(HISPANIC PR WIRE)–August 15, 2005–Through a series of television commercials, print, Internet ads and a unique Web experience, Verizon’s broadband experience promotes to Hispanic consumers the broadband option. The theme of the campaign is "A Todo Lo Que Da" (to the max). The campaign, developed by Verizon’s Hispanic corporate ad agency, La Agencia de Orci & Asociados, mirrors Verizon’s mass market advertising campaign that brings to life the company’s “Richer. Deeper. Broader.” Broadband experience.
The Spanish-language campaign was developed after Verizon asked Latinos in four major markets to share their broadband stories. From meeting people online to making purchases, from learning recipes to creating and sharing their own music, Latinos are spending time online “A Todo Lo Que Da.” Verizon is showcasing their experiences.
“The research we did was invaluable,” said Amy Rubenstein, Verizon vice president of Brand Management. “We found that Hispanics have real and unique online interests and lifestyles. And we developed advertising that would bring these insights to life.”
Four original TV spots created specifically for the Hispanic market provide a glimpse of what consumers do in their online lives, from starring in their own Lucha Libre web movie to competing in virtual DJ battles. The spots, “DJ,” “Window,” “Baseball,” and “Wrestler” create relevant stories that connect with Hispanic consumers, making broadband more tangible for them. Two additional TV spots adapted from the company’s general market campaign reflect "hyper-real" situations to convey the powerful experience.
Four original print executions center on broadband “must haves” for Hispanics: music, sports, entertainment, and online gaming. Through broadband, Verizon executives believe, Hispanics can be who they want to be 24×7. The online component features traditional, rich media and video banners. In addition, Verizon created a Spanish-language broadband Web experience – http://www.atodoloqueda.com – an interactive community of broadband enthusiasts from all walks of life.
The site enables users to create profiles and share their broadband stories by uploading images and videos. Visitors share stories of how broadband is changing their world. Members can also join personal interest groups, such as gaming and music, share favorite links and advice with other members, and learn new ways that broadband can help them explore their interests further.
Verizon’s broadband products and services are featured on the Web site, which was created by Verizon’s interactive marketing agency, R/GA. The Web site acts as a portal and link to various exclusive content promotions and events appealing to the online Hispanic consumer.
