Verizon: Changing What Protection Means
The Challenge
Verizon Mobile Protect had a perception problem. Customers understood the product as insurance. They bought it for protection, but often questioned its monthly value afterward.
The opportunity wasn't simply acquiring new customers. It was helping existing customers recognize the everyday benefits included in their plan, creating more reasons to engage, reducing churn, and opening the door to future products and services.
The Process
We brought together strategy, creative, marketing and Verizon stakeholders to unpack the business problem. During the workshop, one question changed the direction of the entire platform.
It shifted the conversation from selling protection to revealing everything customers didn't realize they already had.
Going Beyond the Brief
Our team wasn't trying to deliver another sales tool.
We wanted to prove an in-house agency could think like a brand partner—not just execute requests.
Instead of creating another rep-facing campaign, we asked a bigger question:
What would a true consumer platform for Verizon Mobile Protect look like?
The Answer
Protection is just the half of it.
Customers already understood protection. Our platform focused on everything they didn't know Verizon Mobile Protect already offered, from battery replacements and tech support to call filtering, digital security and same-day device setup.
The product didn't change. The perception did.
The platform extended across awareness, consideration, CRM, social, retail and sales enablement, creating a unified story at every customer touchpoint.
Awareness
Consideration
Social : Awareness/Lifestyle
Social : Awareness/Peril
Social : Retargeting
Email : Cross Sell
Rep Facing : Sales Guide
A Turning Point
This platform became a turning point. For the first time, Verizon invited our creative leadership team to New York to present the platform directly to brand, consumer, business and insights leaders. I led the creative presentation for more than 25 stakeholders.
The Impact
While the final rollout evolved from our original platform, the thinking lived on. The platform influenced future Verizon Mobile Protect messaging, elements of the campaign language were incorporated into later work, and the project fundamentally changed how our team was viewed, as strategic partners capable of leading brand thinking, not simply executing deliverables.
Creative Director | Campaign Ideation & Platform development