VERIZON FIOS | Wired Differently

THE BACKGROUND
Verizon wanted people to understand that there was a true difference between regular cable internet and 100% fiber-optic internet.

THE CHALLENGE
People didn’t believe the difference between fiber optics and cable was actually meaningful.

THE “A-HA”
There was a desire for a true challenger in the internet space. But not simply on the narrow measure of “speed” — for which satisfaction was fairly high across providers — but on the harder-to-measure differences such as customer service and brand philosophy.

THE INSIGHT
To be truly different, we needed to embody it in more ways than just “different wires.”

THE IDEA
Verizon Fios is “Wired Differently” in every conceivable way: from internet capacity to customer service.