Premium-egalitarianism.

Verizon is a premium network that built it’s reputation on reliability. But that network reliability play was being eroded by other networks’ growing claims that sounded increasingly relevant. It was time for Verizon to translate their core brand benefit into a more personalized value.

The combination of reliability and premium is unique. When it’s looked at through a user perspective, it means personalized exclusivity. But to what? And how? Our task was to define exclusivity, in all it’s forms, to drive real personalized value for customers.

We mapped out a spectrum of value. We engaged customers around their passions using Verizon’s many different sponsorship assets and programs. From geofencing social media at NFL or NHL games and upgrading Verizon fans seats, to surprise and delight backstage passes to the world’s biggest gigs.

We found a way to make premium make sense for everyone.