La Agencia de Orcí Breaks New Ads For Verizon.

La Agencia de Orcí & Asociados launched an original direct response Hispanic advertising campaign for Verizon. The new campaign, which includes two :60 TV spots, one :60 radio spot, and a bilingual direct mail piece, will promote Verizon’s International Choice Plan.

La Agencia de Orcí developed the campaign to highlight the advantages of Verizon’s International Choice Plan by showing consumers that keeping in touch with their loved ones back home is now easier than ever.

The ads focus on the fact that the plan provides its customers with Verizon’s lowest international long distance rates. Verizon’s International Choice Plan rates are fixed, 24 hours a day, seven days a week, which allows consumers to talk longer and more often with family and friends.

As an added incentive, the campaign also incorporates a special promotional sweepstakes. Between Jan. 2 and April 31, when consumers call to sign up for Verizon’s International Choice Plan, they are automatically entered for a chance to win a GMC Yukon Denali, worth over $50,000.

The campaign will run for six weeks in Spanish-language media in key Hispanic markets – Boston, Los Angeles, New York/New Jersey, Philadelphia and Washington, DC/Maryland/ Virginia. The TV spots are customized for each market to reflect that market’s demographics. For instance, the Los Angeles ads feature the countries of Mexico, Guatemala and El Salvador, while the ads for New York/New Jersey feature those of Mexico, Ecuador and the Dominican Republic.

“Verizon understands Latinos the importance of maintaining ties with their family and friends back home,” said Evelyn O’Gilvie-Allen, director of multicultural brand management and marketing communications for Verizon. “And we help them do that more often by offering low, fixed rates to all their home countries.”

“We are always looking for new, creative ways to reach the Latino consumer,” said Jaime Ramírez, vice president and director of client services for La Agencia de Orcí & Asociados. “The TV spots in this campaign use two different creative approaches to communicate consumer benefits and promotion concepts. Although different, we believe they both will dramatically impact consumers and convey good value, low rates and reliable service to Verizon’s Latino customers.”

The spot, titled “Postcards,” features a rack of postcards from various Spanish-speaking countries in Central America, the Caribbean and South America. Using a motion control rig, the camera zooms in and out of these postcards, taking the viewer on a nostalgic journey through Latin America. The postcards are comprised of photographs, which have been broken into layers and reassembled in a computerized 3-D space. “This effect creates an illusion of space and depth within the postcard, similar to the one experienced with the classic View-Master® toy,“ said Fidel Arizmendi, associate creative director for La Agencia de Orcí & Asociados. The technique takes the viewer on a three-dimensional journey of a frozen moment in time and space.

The second spot, named “Titles,” utilizes sophisticated title animation to show consumers the various countries in Central America, the Caribbean and South America that are part of their International Choice Plan. The ads ask ”What country do you want to call?,” “Who do you miss?,” and “How long do you want to talk?” and feature Verizon’s low per-minute rates.