Verizon Online DSL Aimed @ U.S. Spanish-Speaking Consumers.

Verizon Communications announced a new Spanish-language advertising campaign to promote Verizon Online DSL, an entry-level service for as low as $14.95 per month, with a maximum connection speeds of up to 768 kilobits per second (Kbps) downstream and 128 Kbps upstream.

This campaign is aimed at predominantly Spanish speaking dial-up and first-time Internet users to educate them about the benefits of signing up for Verizon broadband service.

The new Verizon Online DSL campaign will feature direct response and awareness television commercials, direct mailer and a sweepstakes component in which consumers will have a chance to win an extreme technology makeover with prizes such as Compaq Presario desktops, HP flat screen television sets and Apple iPods.

“Verizon’s new DSL offer provides Hispanic consumers high-speed Internet at dial-up prices,” said Joe Paz, Verizon’s manager of Hispanic marketing. “This Internet service will help Hispanics connect faster to their favorite videos and music and to quickly download pictures from family and friends around the world.”

The advertising campaign will be featured on Spanish-language TV networks and direct mailer in select Hispanic markets such as California, Florida, New Jersey and New York.

Verizon’s broadband campaign addresses the benefits of having a high speed connection. Additionally, the campaign illustrates how children have a strong influence over their parents’ purchase decisions on technology services like DSL.

The first television spot revolves around the dynamics of a mother and son speaking in technical terminology. The son requests a faster Internet connection but the mother doesn’t understand what he is asking for. The commercial makes the son appear as if he is speaking in a foreign language. Yet, thanks to the mother’s discovery of Verizon Online DSL, she is able to identify with her son and help her family enjoy the benefits of having a faster Internet service.

The marketing campaign was created by Los Angeles-based La Agencia de Orcí & Asociados.