Verizon just announced it will not be running traditional Super Bowl ads in 2025 but will instead be conducting activations in 30 NFL stadiums (its first Super Bowl Fan Fest). The telecommunications category is a critical driver for U.S. marketing and advertising. Telecommunication companies’ digital advertising is expected to grow by 20.9% to US $ 20.27 billion in 2024, according to eMarketer. Verizon’s marketing and advertising initiatives are crucial for the sector as the company currently is the leading U.S. wireless provider with 144.7 million mobile subscriptions as of October 30, 2024.
Arturo Picicci, VP of Value Brands at Verizon Value
Cultural insights play a critical role in Verizon’s creative and brand design. “75% of consumers want us [Verizon] to tap into their culture,” Aspiazu notes. He has conceived many Latino-insights-driven brand campaigns and notes that “when something works in the Hispanic market, there is a high probability for General Market success.” It can work both ways, Aspiazu adds:
“Often, mass market insights resonate with Latino audiences and can also influence strategies and creative development overall.”
As an example of how a Latino insight-led campaign can have great general market success, Aspiazu cites the ‘switch to Verizon campaign’. The Latino-originated motto, “It’s easier to switch to Verizon than I thought,” when applied to the general market, caused an +8.1% increase in gross subscription adds from May to July 2024.
When applied to the general market, a Latino campaign originated +8.1% in gross subscription adds from May to July 2024.
Verizon Access Series: An Example of an Overarching Activation with Cultural Nuances
The ongoing Verizon Access series of concerts is part of Verizon’s commitment to powering unforgettable experiences for customers in entertainment, sports, and culture. Access experiences include red-carpet premieres, music festivals, sporting events across the NFL and NHL, and more. “The Verizon marketing executive asserts that the Verizon Access series aims for customers to experience the brand and network beyond daily use through premier experiences, “the Verizon marketing executive asserts. “We want to ensure we are connected with the audiences in each city where these concerts occur. Sometimes niche artists are a better fit, while mega-celebrities like J Balvin can play an important role at marquee events. For a recent concert in Houston, Verizon hired local Mexican American talent Xavi, a nineteen-year-old singer-songwriter in the exploding regional Mexican music genre. “It’s essential to have artists connecting with culture, which is part of the moment.,” says Aspiazu. As Miami has a much more diverse Latino audience, the main singer selected for that concert was Rebbeca Marie Gomez (Becky G), a singer born and raised in Inglewood, California.
Ricardo Aspiazu on Amplification
Experiential marketing initiatives (events) are great ways to provide contextually relevant content. Verizon Access concerts are amplified through the artists/singers through IG and TikTok (both organic and paid). “Sometimes the following is very high as they are organically connected with their fandom. That is why it is so important to select the right artist,” says Aspiazu. Sometimes, different micro-influencers and nano influencers also participate in Verizon’s amplification efforts.
Latino Insights Led Campaigns
Note: Zenith Media is Verizon’s media agency, and Verizon works with various agencies on its overarching Hispanic marketing initiatives, including creative agency The Community and PR agency Golin.
*Aspiazu’s role spans from creative strategy to brand design, naming and identity, content creation and in-house & external agency ecosystem management. He is also the creative liaison to
Verizon’s most valued partners like Apple, Samsung, Google, Disney and the NFL; developing award-winning co-branded brand and product activations. The Latino Creative convention: lead brand campaigns with latino-led insights. Mass Market insights that resonate with Latino audience to influence strategies and creative development.
