Verizon Wireless @ Viva Partnership.

Verizon Wireless tapped VIVA Partnership of Miami to handle all creative, development and media buying for a comprehensive new marketing push targeted to the US Hispanic market throughout Texas and eastward to include South Florida. VIVA will handle creative and development, as well as all media-buying for spot television, radio and print ads, direct mail, point of purchase promotions and collaterals. Initial stages of the effort began rolling out last fall to introduce Verizon Wireless’ “Family Share Plan” in five of the top ten Hispanic markets in the US.

“We’re delighted to expand the scope of our work with Verizon Wireless, a world-class global company that understands the importance of communicating to market segments in their local language and style. We are already handling the Southeast markets for Verizon Wireless in tandem with Erwin-Penland, general market agency for Verizon Wireless,” says Linda Gonzalez, president of VIVA. “Erwin- Penland built a long-standing relationship with Verizon Wireless beginning in 1989, under the Bell Atlantic Mobile banners. VIVA has worked closely with Erwin- Penland since 1996 adding our intimate knowledge of Hispanic markets to Erwin-Penland’s deep general market expertise. Now VIVA is responsible for Verizon Wireless Hispanic campaigns throughout the entire Southern region. ”

In a bold shift from standard ads in English, marketing messages for the Hispanic market speak directly to the heart of Hispanic consumers by framing all offers within the context of Hispanic traditions, values and cultural points of reference. New campaign elements will incorporate Bi-lingual and English-language messages colored with Spanish idioms and Hispanic images to reach younger English-speaking segments of US Hispanic markets.

“US Hispanics display a wide mix of communication preferences based on age, degree of acculturation and individual tastes. VIVA is pleased that both Verizon Wireless and Erwin-Penland trusted us to define and address all the differences within diverse segments of the Hispanic market in order to customize messages, making them more personal and more effective.”

“Regional and other cultural nuances are present in every aspect of this campaign,” adds Gonzalez. “Hispanics in Texas have different cultural traditions than Hispanics in Florida or New York. Our campaign hits the right emotional triggers through culturally appropriate music, images and spokespersons.

“We handed this broad responsibility to VIVA based on their strategic thinking and bold creative,” says Joe Saracino, Vice President of Advertising, Verizon Wireless. “We’re impressed with the way they effectively target the cultural sensibilities of the diverse U.S. Hispanic segments while maintaining a pinpoint focus on our business goals and objectives.”

To more efficiently execute the expanded duties for this account, VIVA has opened an office in San Antonio staffed for creative, media and account services.

“This is an important market for anyone wanting to reach US Hispanics,” says Ms. Gonzalez. “One in four Texans is Hispanic, with predominately Mexican heritage. Language and other regionalisms influence the appeal of marketing messages. Establishing a branch office in the heart of this vital region ensures we will stay close to the pulse of the market for Verizon Wireless.”