Cannes Lions

MOBILE SERVICE

THE MARKETING STORE, Chicago / VERIZON / 2004

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Overview

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Credits

Overview

Description

Because of their familiarity with the Internet and heavy cell phone usage, Young Adult Males were targeted to generate the best results for this program. Identifying the target’s passion for movies like The Fast and the Furious and the growing “tuner car” culture, we created the Verizon Wireless Build Your Own Rocket Sweepstakes to leverage this hot trend. Using bold graphics and distressed typography, opt-ins were accelerated with a chance to win and “trick-out” a Honda® Civic Si. Fueling additional interest were over 300 million rich media impressions of the Honda as well as instant-win “boy toy” prizes.

Outcome

Configuring the program on a cost-per-opt-in basis, Verizon Wireless was able to significantly maximize its return on investment and exceed its objectives within a six-week window! In fact, during the first two weeks, 25% of the program’s projected numbers were achieved and online media had to be scaled back to stay within the 500,000 opt-in ceiling. The program met the client’s goals and achieved an 83% opt-in rate, besting the industry average by 53%!

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