Verizon Breaks New Hispanic Ads.
January 18, 2003
La Agencia de Orcí & Asociados will launch an original Hispanic advertising campaign. The new campaign will promote Verizon’s most comprehensive bundled package of services – unlimited local and long-distance calling.
La Agencia de Orci developed the campaign to highlight the advantages of bundling Verizon’s services. With Verizon’s Veriations Freedom bundle, consumers have unlimited and untimed calling anywhere, anytime within the U.S., Puerto Rico and Canada. The package also offers great rates for international calling, DSL and wireless.
Verizon has Spanish-speaking customer service representatives who can easily explain to Latino consumers about the best calling plan to suit their needs.
The campaign includes two :60 direct response TV spots, two :60 radio spots, bilingual direct mail pieces and bill inserts. The campaign will run for six weeks in Spanish-language media in Massachusetts, New Jersey, New York and Pennsylvania. In addition, interactive ads targeting the New York market will be placed on websites such as Yahoo.com and Univision.com.
The new campaign is tagged with “Sueña, crea, avanza. Es possible,” Verizon’s “Progress” message that La Agencia de Orcí incorporated in advertising last year telling Hispanic customers that it is possible to dream, create and advance.
“Verizon’s goal is to provide services to all our customers that will help them to make progress everyday,” said Evelyn O’Gilvie, Verizon Director for Multicultural Marketing Communications. “La Agencia de Orci’s advertising of our new bundle of services continues to keep us in close touch with the Latino consumer.”
“In our advertising for Verizon we let the product be the star,” said Jaime Ramírez, Vice President – Director of Client Services for La Agencia de Orcí & Asociados. “The campaign continues to define the healthy relationship between Verizon and the Latino consumer. Verizon offers excellent services at great prices and this new campaign explains how Latinos can benefit from Verizon’s Veriations Freedom package.
