Verizon
GIFS, CRM and DM. Oh My!
Fast Forward >>>
2 / Video on Demand
3 / Video on Demand—Hispanic Heritage Month
4 / Add a Line / MediaPost Winner
5 / Mobile Protect Open Enrollment / MediaPost Finalist
6 / 5G Ultra
Campaign: Verizon’s Weekly Fios Video on Demand Communications
Every week we pump out communications for Verizons Fios Video on Demand where consumers would be greeted with branded GIFs of featured films.
This gave me the opportunity to storyboard, illustrate, retouch and then provide direction while overseeing our in-house off-shore production team.
Responsible for:
Art Direction Illustrate Storyboard and Execution
Deliverables:
Motion, CRM, Illustration, Layouts
Agency: Publicis FKA
Credits
ACD Art: Raul Rivera
ACD Copy: Stacy Van Wickler
Sr. CW: Sandy Moore
AD: Brian VanderSchauw
Motion Team Production: Publicis Colombia and Costa Rica Teams
Campaign: Fios on Demand Presents Latinx Heritage Month
Discover, feel and celebrate a spectrum of impactful Latinx stories, only on Demand.
From September 15 to October 15, Hispanic Heritage Month celebrates a spectrum of cultures and backgrounds, including Spanish, Mexican, Caribbean, Central and South American. Understanding cultural moments drives high engagement and purchases for VOD, we’ll create an experience that helps customers celebrate with a variety of entertainment On Demand.
The Challenge:
A big topic of conversation for Hispanic Heritage Month is the continued lack of inclusivity and representation that persists, especially in the entertainment industry. Even the term “Hispanic” has been flagged as outdated due to its colonist roots.
Latinos make up more than 18% of the population yet made up only 5.3% of the broadcast TV roles in the 2018-19 season and only 4.6% of movie roles in 2019.
This month is made for celebrations, but as a brand selling movies, we risk being seen as pandering and co-opting culture for the sake of marketing & sales.
The Opportunity:
Stand out in a sea of HHM sameness and guide people to experience and celebrate Latinx art and culture through a representative spectrum of Latinx stories. VODs vast library of entertainment to represent, elevate and celebrate the spectrum of Hispanic culture and contributions.
Objective:
Build awareness, honor and celebrate Hispanic Heritage Month. Guide purchases of titles On Demand.
Key Message:
Come together to celebrate the brilliance of Hispanic stories.
Responsible for:
Art Direction, Design, Storyboarding, Illustration and Execution
Deliverables:
Motion, CRM, Illustration, Layouts
Design Study: Hand Illustrated Loteria Cards in Adobe Illustrator
Execution:
Discover Unlikely Latinx Gems – Uncover the Unexpected
The Game of Loteria is a famous bingo game that Latinx and Hispanic communities have been playing for hundreds of years that has brought families together to converse and bond.
Leading Roles
To drive discovery of titles starring and directed by notable Hispanic talent, we’ll bring to life interactive Live Reveal experiences that lean into the traditional bingo game Loteria.
Direction two:
Directors’ Cut
To continue bringing our discovery theme for this email to life, we’re spotlighting directors of remarkable films that include Oscar nominees and Oscar award-winning titles that helps customers discover beloved content they may not known features iconic Hispanic directors.
How:
Liveclicker iOS experience: Customers click each card to flip tiles one at a time. Then click each tile to go to its respective landing page.
GIF Fallback & non-iOS experience: Animated GIF mimics the tileflip experience.
Static Fallback: tiles that customers can click to go to respective landing pages Live Reveal
Agency: Publicis FKA
Credits
ACD Art: Raul Rivera
ACD Copy: Stacy Van Wickler
Sr. CW: Sandy Moore
AD: Brian VanderSchauw
Campaign: Add a Line
Awards: MediaPost - EIS Creativity
Single-line mobile phone customers -- some seven million at Verizon -- were targeted with reasons to add more lines to their account. The focus: connecting a home-life device/service with a work-life device/service under the theme: “Do More On More Devices”. Helping move this whole package along was a discounted price offer for the new devices when adding the second line service. The campaign boosted click-through rate (CTR) by 83%.
Responsible for:
Art Direction, Design
Deliverables:
CRM, Layouts
Agency: Publicis FKA
Credits
ACD Art: Raul Rivera
ACD Copy: Stacy Van Wickler
Sr. CW: Sandy Moore
AD: Brian VanderSchauw
Campaign: Protect Spring Open Enrollment
Awards: MediaPost - EIS Finalist
Many consumers choose not to enroll in a protection plan when purchasing a new phone. But Verizon knew that Spring and Fall Open Enrollment is a good time to remind customers of the benefits of Verizon Mobile Protect. The team used AI and behavior insights based on previous converters to identify and expand the target with lower deciles and deliver messages in a more contextually relevant way. Refined targeting and data-driven messaging led to a 51% improvement in incremental takes and $378K in increased revenue.
Responsible for:
Art Direction, Design
Deliverables:
CRM, Layouts
Agency: Publicis FKA
Credits
ACD Art: Raul Rivera
ACD Copy: Stacy Van Wickler
Jr. CW: Carly Kazempoor
AD: Brian VanderSchauw
Campaign: Verizon 5G Ultra Launch / Pricing Mix and Match
The Opportunity:
1 dynamic email w/ variable copy (for customers who don't have 5G/L TE Home)
The Ask:
Communicate the new M&M 4.0 plan features as well as deliver the good news that the customer's plan(s) will be updated on their behalf, without any action or cost required. The customers receiving this migration communication (existing base customers on a M&M 3.0 Play More, Do More, or Get More plans) will also be receiving the network announcement email, so this will NOT be the first time they hear about the new M&M 4.0 plans.
Objective:
Build awareness, honor and celebrate Hispanic Heritage Month. Guide purchases of titles On Demand.
Key Message:
Unlimited has gone Ultra, now with new, added perks.
• Unlimited has gone Ultra. Ultra Fast. Truly Unlimited (campaign lead message)
• Your new and improved plan (auto-migrate- keep your current features, plus more)
• Notification/ confirmation coming soon (with an option to change plan earlier)
Responsible for:
Art Direction, Design, Storyboarding and Execution
Deliverables:
Motion, CRM, Layouts
Credits
ACD Art: Raul Rivera
ACD Copy: Stacy Van Wickler
Sr. CW: Sandy Moore
AD: Brian VanderSchauw
Motion Team Production: Publicis Colombia and Costa Rica Teams
