Wednesday, October 28, 2009

Verizon "has a Map for that" taking on ATT and iPhone

I love it when an ad campaign comes along that delivers both competitive insight and creativity in a way that grabs my attention. The Apple "Mac vs. PC" ads are an example, and the Microsoft "I'm a PC" response campaign is also a terrific example. Rarely does a response ad campaign work. I think the Microsoft advertising works well to blunt the Apple ads, but Apple still wins on overall creativity.

However, today I heard the latest Verizon ad and I think it is one of the best recent examples of an effective competitive ad blended with excellent creativity driven by solid business strategy. The Verizon ad targets ATT by indirectly attacking the Apple iPhone (which is tied to the ATT 3G network in the U.S.) Verizon marketing executives and the ad agency wanted to promote the strength of the Verizon network versus the coverage of the ATT network. The ad tells us that if we want to see the Verizon network "we have a map for that" and if you want to compare it to the smaller ATT network "we have a map for that". It's a great play on words versus the iPhone "we have an App for that" spots. Creative. Benefit focused. Simple. That's one way to gain a return on your marketing and advertising budget.


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