Cannes Lions

BREAK UP WITH CABLE

R/GA, New York / VERIZON / 2013

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Overview

Description

Cable is like a bad relationship. You won’t leave until something better comes along.

Verizon’s FiOS is that something better. But first we needed to help people break free.

We knew 20,000 consumers tweet their cable hatred each month. So we created the Break Up With Cable social response lab. We tweeted out to cable sufferers with carefully customized memes that juxtapose their woeful tweets against iconic pop culture images.

Then we sent them to our Break Up platform, where they could create their own memes, share them, and learn more about FiOS’ superior service.

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