Verizon Amps Its Energy in Rebranding Campaign

Verizon, together with its in-house agency, launched its rebranding campaign Thursday that introduces its new "myHome" service, as well as its new logo. 

A 90-second spot titled "Verizon Now" kicks off with different users searching for cellphone reception in different locations.

All of them ask the same question to the person on the other line: "Can you hear me now?"

Throughout the spot, people embrace what happens to them at present, often ending their thoughts with "now."

 

 

 

 

 

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A montage of different scenes ensue, including a community of runners, a basketball athlete, and a group of friends watching a girl shoot some hoops — all stitched together by their individual devices. 

Through fast-paced segments, Verizon touts its reliable connectivity, easily allowing people to stream videos, make quick cashless payments, video calls, play online games, and accurately track their location from their smart watches. 

The spot ends with the debut of Verizon's trendy logo design, as a baby ends his video call by saying "goodbye now" to the viewers. 

As part of the campaign, the New York-based telecommunications giant also introduced its latest initiative, with a video titled "You break it, we take it."

The video shows all-too-familiar scenes of how people break their phones, with a toddler even throwing her dad's phone out of the car window while they're on a drive.

It's a promo that allows you to trade in your broken cellphone for a new one.

"Trade in any phone in any condition. Guaranteed. And get a new iPhone 15 with tons of storage on us," the narrator explains. 

Customers Take the Spotlight

The commercial also gives us a first look at Verizon's new logo. Instead of the rather plain red check, we now see a radiant V.

Verizon CMO Leslie Berland explained in a press release the concept behind the logo design, stating that it was inspired by the brand's history and combined with "the energy, vibrancy, and experience of life powered by everything Verizon offers."

Want to know how much a logo design costs this year? Check out this 2024 pricing guide.

Verizon also seeks to refresh its brand by showcasing its role as a one-stop shop that makes it easier for everyone to do what they have to do, whether it's to work, to connect, or to play.

By doing this, it's able to spotlight the vibrant and empowering energy of its customers, which is integral to the campaign.

Its latest marketing initiative also aligns with the new services it introduced to its customers, including myHome, events platform Verizon Access, and the smartphone management solution Verizon Business.

 

 

 

 

 

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Verizon Chairman and CEO Hans Vestberg shared his belief that by listening to customers, the company continues to significantly evolve its offerings.

"We never stop pushing the industry forward and delivering more value to all of our customers. This next chapter is a continuation of our journey of service and innovation," Vestberg added.

While Verizon plays a critical role in people's lives, most of what it does remains behind the scenes. 

"We want to make the invisible, visible,” the CMO emphasized. 

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Editing by Katherine 'Makkie' Maclang