Verizon Wireless Unleashes Bilingual Direct Mail Campaign
Verizon Wireless' direct mail offer was sent out in late May and arrived in early June. It concentrated on the New York metro area. The thrust of the piece was an offer for up to three free camera phones. The price of the offer is $69.99 per month with 700 anytime minutes. The cost for third and additional lines is $9.99 per month.
The consumer is directed to call an 800 number to order. The piece was bilingual, with slightly more emphasis given to the Spanish, placing it above the English text and giving it more space (See images).
THE MAIL PIECE
The format of the mail piece was a self-mailer, printed on a single sheet of paper and folded, with the Spanish and English copy appearing on alternate sides. The piece measured 6.00” x 11.00.”
Verizon Wireless was created in September of 1999 as the result of a $90 billion joint venture between Vodafone AirTouch and Bell Atlantic Corp. Its name, Verizon, is itself a merging of two words; “veritas,” the Latin word for truth, and “horizon.”
These words combine to convey a sense of trustworthiness and reliability.
Verizon's slogan is “We never stop working for you,” which refers to the company's ongoing efforts to expand their service areas. To this end, Verizon travels all around the country, making over 300,000 calls per month and measuring connectivity.
The company is currently developing its V Cast content delivery network that enables a user's phone to transmit streaming video, and was most recently employed to deliver 2006 Fifa World Cup content to millions of Verizon Wireless users nationwide.
Telephia, a provider of performance measurement information to the mobile industry, reports that Hispanic mobile consumers are heavy cell phone users compared to the average general market consumer. Historical trending illustrates maximum mobile usage growth for Hispanics as compared to other demographic groups.
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