Verizon - New Brand Positioning

Verizon totally changed the game when it launched myPlan, becoming the first phone carrier ever to put its customers fully in charge of what’s in their plan. Alongside this innovative product launch, the brand wanted to signal that customer control was not just a hallmark of its plans, but actually core to its whole brand proposition. It’s not just Verizon anymore…. It’s Your Verizon. To make some noise and stoke curiosity before the official launch, we removed the “i” from iconic Verizon signage, posting stealth images across Verizon’s social channels, with cryptic copy that got people wondering what was coming. The tease campaign quickly became the most highly engaged Verizon content in years, achieving 5x average engagement and driving up organic reach exponentially. Commenters posed all kinds of theories about where the “i” might have gone, genuinely curious about what the brand might be cooking up. Once myPlan launched, we gave our fans the answer. The “i” may have looked like it went missing, but it was really there all along along - turns out the “i” in Verizon is our customers, who are at the center of everything we do.