Client: Verizon
Language: Chinese, Korean
Region: National
Media: Print (Newspaper)
Role: Concept Development; Art Direction; Photo Shoot & Production; Mechanical to Publications
This Verizon FiOS Island Ads campaign series launched during the second half of 2010 and is consisted of 10 designs. The goal is to capture the remaining market by targeting opportunity customers who are skeptical about the FiOS product while retaining and reinforcing the choices of the existing customers. In short, to switch former FiOS skeptics into FiOS believers.
With this goal to achieve, I came up with a solution of provoking and maximizing the attention of the audience by purchasing varied spaces on different sections of the newspaper at once, and created different island ads that mimics regular articles with headlines related to the newspaper sections and items related to the pain points overlaying on top of the fake articles to entice their curiosity and increase the interest of learning more instead of automatically skipping because they know it is an ad.
And to make it even more unexpected, the ads placements and insertions were randomly rotates through different sections of newspapers daily.
Achievements
This campaign earned The World Journal’s Innovation Ads award of 2011, as well as 2011 Summit International Awards’ Gold Award in Consumer/Media campaign. It also created a 90% increase in campaign weekly call volume.
