#Verizon Case Study #Hispanic - WARC picked the Verizon/Lopez Negrete effort as an example of the most effective strategies to help tackle key marketing /sales challenges in 2012 (not only Hispanic but overall).

1. Recommended Cases:
Increase Sales (US Telecom Services)
>> Warc’s pick of the most effective strategies to help
you tackle key marketing challenges
© Copyright Warc 2012. All rights reserved

2. Four ways to Increase Sales (US Telecom Services)
Insert icon Insert icon Insert icon Insert icon
Verizon FiOS Comcast Qwest AT&T
Enciédete FiOS DoubleClick DFA – Communications World’s loudest pep rally
Omniture Genesis La Aventura
(USA, 2012) integration (USA, 2009) (USA, 2009)
Telecom services
(USA, 2010) Telecom services
Internet service provider
Online advertising
Create awareness and Position the brand as Engage 18 to 24-year-olds
differentiation for Improve the efficiency of a single-source provider in order to boost
a 100% fibre-optic online advertising by of communications and awareness and interest in
telecom service in the tracking view- and click- entertainment for the AT&T wireless services
Hispanic community throughs Hispanic community following a merger
Identify tech-savvy Merge agency and client Create a direct mail Leverage existing college
Hispanics and engage analysis tools in order to campaign relevant to both sports sponsorships to
them with a multi-channel get a complete, accurate recent immigrants and activate the audience with
campaign picture of the user journey acculturated Hispanics a nationwide competition
Build awareness and Increase display ad Achieve a sales rate Gain 39% purchase and
To activate the reduce cost of sales calls productivity by 134% of 17.7% recommendation intent
hyperlinks view in
SLIDE SHOW Go to summary Go to summary Go to summary Go to summary
© Copyright Warc 2012. All rights reserved www.warc.com

3. Verizon FiOS: Enciéndete FiOS (USA, 2012)
What was the challenge?
Creative To create awareness and differentiation for Verizon FiOS – a 100% fibre-optic telecom
thumbnail service – among the Hispanic community in order to improve sales call efficiency,
increase engagement and build loyalty.
Creative What was the solution?
thumbnail Conduct two waves of research to gain an in-depth understanding of the Hispanic
community and identify a target audience of tech-savvy “pasionistas”.
Creative Create a three-part strategy to address pasionistas’ desire to be connected and
in-the-know, using communications to instil curiosity, create desire and build bridges.
thumbnail
Use a full range of channels to build awareness, increase engagement and drive
purchase intent, leveraging the 100% fibre-optic point of difference to address the
Creative audience’s desire to always be connected.
thumbnail
What were the results?
Awareness increased by 24% and website engagement grew by 160%.
To activate the
hyperlinks view in Improved sales call volumes by 121% and reduced cost per call by 49%.
SLIDE SHOW
View full case study
© Copyright Warc 2012. All rights reserved www.warc.com

4. Comcast: DoubleClick DFA – Omniture
Genesis integration (USA, 2010)
Creative What was the challenge?
thumbnail To increase the efficiency of Comcast’s online display advertising by tracking view-
throughs (e.g. when a consumer sees a click-through ad but instead of clicking follows
a different route to the site) in addition to tracking click-throughs.
Creative
What was the solution?
thumbnail
Integrate the digital agency’s online analytic tools into the Comcast site in order to allow
the digital team to track the consumer journey from ad view through to Comcast.com.
Creative
Use these tools to gain a clear picture of each user’s exact path and behaviour from initial
thumbnail ad view through to site visit and/or purchase.
Analyse the impact of view-throughs and discover that they generate five to ten times
Creative more orders than click-throughs, and learn that display delivers 3% of orders.
thumbnail
What were the results?
Improved the strategic positioning of display ads leading to a 134% increase in site visits.
To activate the
hyperlinks view in Increased acquisition from display ads by 615%.
SLIDE SHOW
View full case study
© Copyright Warc 2012. All rights reserved www.warc.com

5. Qwest Communications: La aventura
(USA, 2009)
Creative What was the challenge?
thumbnail To position Qwest as a single-source for the communications and entertainment needs of
the Hispanic community in order to increase sales and loyalty, and overcome the negative
perception that telecom service bundles pushed unnecessary products.
Creative
What was the solution?
thumbnail
Identify that the Hispanic market was divided into groups of Spanish-speaking recent
immigrants and acculturated bilinguals and that marketing needed to engage both.
Creative
Appeal to both Spanish-speakers and bilinguals with a direct mail campaign featuring
thumbnail a comic book starring Hispanic model, actress and social commentator Claudia Molina.
Use the comic book theme of heroism to affirm Hispanics’ family values and position the
Creative brand’s service bundles as a way to stay connected and integrated.
thumbnail
What were the results?
Achieved a final sales rate of 17.7% from the direct mail campaign, over two-and-a-half
To activate the
times the rate of Qwest's direct marketing campaign for the general market.
hyperlinks view in
SLIDE SHOW
View full case study
© Copyright Warc 2012. All rights reserved www.warc.com

6. AT&T: World’s loudest pep rally (USA, 2009)
What was the challenge?
Creative To engage the elusive 18 to 24-year-old college student audience and drive awareness
thumbnail and engagement with AT&T in order to promote the brand’s improved wireless services
and iPhone offer following a merger.
Creative What was the solution?
thumbnail Run a national competition for students to win a concert by top-selling live act the Dave
Matthews Band and leverage it using the brand’s existing college sports sponsorships.
Creative Encourage wireless engagement by activating students to use texts, audio and video
clips, emails and photos to invite the band to their college.
thumbnail
Run a multi-channel campaign to build awareness and drive engagement. Communicate
with TV ads on relevant channels such as MTV and VH1, as well as using online, radio,
Creative social media and student-driven PR.
thumbnail
What were the results?
Achieved 100% participation by eligible colleges, with over 3.3m student “invitations”.
To activate the
hyperlinks view in Increased the purchase and recommendation intent of 39% of the participants.
SLIDE SHOW
View full case study
© Copyright Warc 2012. All rights reserved www.warc.com

7. More from Warc CONTACT US
LONDON (HEAD OFFICE)
85 Newman Street
MORE RECOMMENDED CASES London
Visit our Recommended Cases section to find other W1T 3EX
United Kingdom
examples of our editors’ picks of the best cases on Warc. +44 (0) 20 7467 8100
If you want us to recommend cases for a different sector, enquiries@warc.com
campaign objective, audience or media channel, let us know
SINGAPORE
by emailing enquiries@warc.com.
31 Pekin Street
03-01 Far East Square
048761
CASE FINDER Singapore
Pinpoint the exact case study you need by searching Warc’s +65 3157 1214
unrivalled database of award-winning cases, organised by asiapacific@warc.com
campaign objective, country, industry sector, audience, media WASHINGTON DC
channels, budget and campaign duration. 2233 Wisconsin Ave NW
Suite 535
Washington, DC 20007
BEST PRACTICE United States
The Warc Best Practice series is an essential collection of +1 202 778 0680
guides to major marketing issues. They offer a perfect americas@warc.com
introduction and overview of any unfamiliar issue.
© Copyright Warc 2012. All rights reserved www.warc.com