Verizon’s New Hispanic Corporate Ad Campaign Focuses on Latinos Living in a...

Verizon’s New Hispanic Corporate Ad Campaign Focuses on Latinos Living in a Broadband World

New campaign focuses on Spanish-language internet services and entertainment


New York, NY–(HISPANIC PR WIRE)–August 15, 2005–You’re bopping to the music at your favorite reggaeton concert. Next, you’re blocking penalty kicks from your rival soccer team. Then, you’re careening at breakneck speed in a supercharged race car. All this while sipping your café con leche in your jammies and fuzzy slippers at home.

The feel of the Verizon broadband experience is that powerful.

Through a series of television commercials, print, Internet ads and a unique Web experience, Verizon’s broadband experience puts Hispanic consumers in the center of the action, delivering richer experiences that are, as the theme of the campaign states, “A Todo Lo Que Da” (to the max). The campaign, developed by Verizon’s Hispanic corporate ad agency, La Agencia de Orci & Asociados, mirrors Verizon’s mass market advertising campaign that brings to life the company’s “Richer. Deeper. Broader.” Broadband experience.

The Spanish-language campaign was developed after Verizon asked Latinos in four major markets to share their broadband stories. From meeting people online to making purchases, from learning recipes to creating and sharing their own music, Latinos are living online “A Todo Lo Que Da” and Verizon is showcasing their experiences.

“The research we did was invaluable,” said Amy Rubenstein, Verizon vice president of Brand Management. “We found that Hispanics have real and unique online interests and lifestyles. And we developed advertising that would bring these insights to life.”

Four original TV spots created specifically for the Hispanic market provide a glimpse of what consumers do in their online lives, from starring in their own Lucha Libre web movie to competing in virtual DJ battles. The spots, “DJ,” “Window,” “Baseball,” and “Wrestler” create relevant stories that connect with Hispanic consumers, making broadband more tangible for them. Two additional TV spots adapted from the company’s general market campaign reflect hyper-real situations to convey the powerful experience.

Four original print executions center on broadband “must haves” for Hispanics: music, sports, entertainment, and online gaming. Specifically, the ads capture the dual personalities of Hispanics—real and virtual—they express in life and online. Through broadband, Hispanics can be who they want to be 24×7.

The online component features traditional, rich media and video banners. In addition, Verizon has created a new Spanish-language broadband Web experience – – an interactive community of broadband enthusiasts from all walks of life. The site is a living and growing destination, enabling users to create profiles and share their broadband stories by uploading images and videos. Real people tell their stories of how broadband is changing their world. Members can also join personal interest groups, such as gaming and music, share favorite links and advice with other members, and learn new ways that broadband can help them explore their interests even further.

Verizon’s broadband products and services are also featured on the Web site, as enablers of richer online experiences. The Web site also acts as a portal and link to various exclusive content promotions and events appealing to the online Hispanic consumer.

Verizon’s interactive marketing agency, R/GA, created the online advertising and Web experience.



Orci Public Relations

Norma Galeana


Verizon’s New Hispanic Corporate Ad Campaign Focuses on Latinos Living in a Broadband World