Marketing campaigns[edit]
Since its inception, Verizon Communications has run several marketing campaigns, including:
Can you hear me now?[edit]
The "Can you hear me now?" campaign, which was created for the newly formed Verizon Wireless, started running in 2001, and featured actor Paul Marcarelli in the role of "Test Man", a character based on a Verizon network tester, who travels the country asking "Can you hear me now?".[152][153][154] The campaign, originally conceived by New York agency Bozell, ran from early 2001 to September 2010.[155][156] Data from the technology tracking firm The Yankee Group showed that, in the early years of the campaign, net customers grew 10% to 32.5 million in 2002 and 15% more to 37.5 million in 2003. In addition, customer turnover dropped to 1.8% in 2001, down from 2.5% in 2000.[154] In 2011, Marcarelli parted ways with Verizon, and is now a spokesperson for Sprint.[157]
There's a map for that[edit]
The "There's a map for that" campaign was launched in late 2009, designed as a parody of AT&T's "There's an app for that" campaign. The ads depicted a side-by-side comparison of Verizon and AT&T network coverage maps.[158] In early November 2009, AT&T filed a lawsuit in Atlanta federal court, claiming that the coverage maps being used in the ads were misleading.[159] The suit was dropped later that month in conjunction with Verizon dropping a similar suit against AT&T.[158]
That's not cool[edit]
In 2009, Verizon joined with the Ad Council, in partnership with the Family Violence Prevention Fund and the Office on Violence Against Women, to create the "That's not cool" public service advertising campaign. Designed to help teens recognize and prevent digital dating abuse, the ads were run on its Wireless' Mobile Web service, Verizon FiOS internet and TV.[160][161]
Powerful Answers[edit]
In January 2013, Verizon launched the "Powerful Answers" campaign, designed by agency McGarryBowen.[162] The campaign centered around a contest in which $10 million in prizes was offered to individuals for finding solutions to "the world's biggest challenges" by making use of Verizon's cloud, broadband and wireless networks.[163][164] Winners of the inaugural competition were announced at the 2014 Consumer Electronics Show.[163] Israel-based TinyTap won the education category; Smart Vision Labs of Newport, Rhode Island, won in the healthcare category; and Mosaic Inc. of Oakland, California, won in the sustainability category.[163]
Inspire Her Mind[edit]
In June 2014, Verizon launched the "Inspire Her Mind" campaign, created by agency AKQA. It was designed to encourage girls' interest in science, technology, engineering and math,[165] and aimed to address findings from the National Science Foundation, whose research showed that 66 percent of fourth-grade girls said they were interested science and math, yet only 18 percent of college students in engineering and math are women.[166][167]
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