NEW YORK - Quality matters to consumers shopping for home phone service. In fact, shoppers likely to choose cable phone or voice-over-IP service drop from about half to about a third when they are informed about the astounding reliability of Verizon's custom-built network.
So a new Verizon advertising campaign, called "It's On" and starting this week in broadcast and print markets nationwide, drives home the fact that Verizon completes 1.2 billion calls on an average business day with 99.99 percent success.
"All calling services are not created equal, and dependability matters to customers," said Judy Verses, Verizon's senior vice president of marketing. "Competitors' alluring promotional pricing pitches gloss over the fact that Verizon's nationwide telecommunications network is more dependable, reliable and secure than many alternatives.
"Our new 'It's On' campaign reinforces the reliability issue that research shows is important, once customers stop to think about it," Verses said.
The new commercials, created by Draft FCB in New York, depict customers who experience a sense of security when "home alone with the kids," "when there's an emergency," "no matter what the weather," and "when the lights go out."
Reinforcing the quality differentiator, the spots end with the tag line "It's the network."
[View the new commercials (Quicktime files) at http://www.draftfcb.com/verizon/index.html ]
"Consumers innately understand that the value of something they buy is not just about the price," Verses said. "Our new calling packages are priced right, but they also come with the Verizon network and Verizon people behind them."
Verizon's Triple Freedom package offers calling, high-speed Internet and all-digital TV service for $95 to $105 a month, depending on location. The package has created a surge in consumer orders.
"The 'It's On' campaign reinforces the Triple Freedom package because confidence, security and peace of mind are important for consumers in times of stress and tragic headlines," Verses said.
Some competitors, she said, exaggerate the power of their networks while others acknowledge reliability issues.
"Parity is something cable competitors can't claim, and they know it," Verses said. "Our mission is to highlight this for customers, because it matters to them."
The two commercials in this series were directed by David McNamara, under Draft FCB creative directors Ted Eyes and Pat McGuire and art director Sidny Zanzani. Chris Nicols was the copywriter and John McAdory was agency producer.
Verizon Communications Inc. (NYSE:VZ), headquartered in New York, is a leader in delivering broadband and other wireline and wireless communication innovations to mass market, business, government and wholesale customers. Verizon Wireless operates America's most reliable wireless network, serving more than 59 million customers nationwide. Verizon's Wireline operations include Verizon Business, which operates one of the most expansive wholly owned global IP networks, and Verizon Telecom, which is deploying the nation's most advanced fiber-optic network to deliver the benefits of converged communications, information and entertainment services to customers. A Dow 30 company, Verizon has a diverse workforce of approximately 242,000 and last year generated consolidated operating revenues of more than $88 billion. For more information, visit www.verizon.com.
On June 1, 2006, Interpublic Group of Companies (NYSE: IPG) announced plans to bring together Draft and Foote Cone & Belding to create Draftfcb -- a new breed of agency focused on solving business problems while delivering its clients a high Return On IdeasSM. The agency is the first global, behavior-based, fully inclusive, highly creative and accountable marketing communications organization to operate against a single P&L. Being media-, discipline- and channel-agnostic, Draftfcb taps into over 130 years of expertise to recommend whatever mix of marketing communications options are best for building its clients' businesses, ranging from branding, advertising, direct and relationship marketing, promotions, retail, digital, sponsorship, and media – with a disciplined, relentless focus on creativity, accountability and metrics. The Draftfcb network spans 110 countries, with more than 9,000 employees worldwide.