Verizon Wireless Launches Cutting-Edge Campaign Geared To Young Adult Market
Pop/R&B Artist Tweet Sings Praises of Verizon Wireless
June 4, 2002
Verizon Wireless, the nation's largest wireless network, is introducing a new marketing campaign for its [FREEUP] prepay wireless service through national TV, radio and print ads that hit this month.
Targeted to late teens and young adults, the new Verizon Wireless [FREEUP] campaign communicates the brand's essence of freedom and control - empowerment to do what you want, when you want - and reinforces [FREEUP] as the better way to prepay.
To help tout that message, Verizon Wireless has enlisted the talent of Pop/R&B singer Tweet, a bold and beautiful new force who is about to shake up the music scene. Tweet, whose first project "Southern Hummingbird" debuted #2 on Billboard's top 200 charts and is certified gold, will release her second single, "Call Me," along with a music video in May.
"Tweet and her new song create synergy with Verizon Wireless [FREEUP], the cutting-edge Prepay product," said Verizon Wireless' Marvin Davis, Vice President of Advertising. "[FREEUP] offers the hottest phones, features and benefits, valuable promotions and competitive rates, plus the reliability of the Verizon Wireless network. Tweet in the our campaign takes [FREEUP]'s message to our late teen and young adult target in a trend-setting way that speaks directly to their wireless needs for individuality."
[FREEUP]'s new TV, radio and print campaign highlights the brand message of freedom, combined with the service's new features designed to give [FREEUP] customers the ability to reach any one of the 29 million users of the Verizon Wireless network. TV spots begin appearing this month on ABC, NBC, WV, Fox, BET, Comedy Central, TBS, TNN, USA and UPN. Print ads will appear in Vibe, The Source, Rolling Stone, YM, Teen People, T&W Skateboarding, ESPN-The Magazine and Cosmopolitan. The campaign also includes a :30 national radio spot, which will air on national radio networks.
The new campaign was created by Southfield-based GlobalHue - the first and only minority-owned, full-service marketing communications agency dedicated to multicultural and urban consumer audiences.
"We believe we've hit upon all the right elements in this new campaign to help Verizon Wireless reach its goals of increasing users in the youth market, and encouraging existing customers to make calls utilizing the Verizon Wireless [FREEUP] service," said Don Coleman, Chairman and CEO of GlobalHue.
About Verizon Wireless
Verizon Wireless is the nation's leading provider of wireless communications. The company has the largest nationwide wireless voice and data network and 30 million customers. Headquartered in Bedminster, NJ, Verizon Wireless is a joint venture of Verizon Communications (NYSE:VZ) and Vodafone (NYSE and LSE: VOD). Find more information on the Web at http://www.verizonwireless.com.
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