VERIZON FIOS | Good Neighbor (Fiber Fan)

THE BACKGROUND
Verizon Fios was one a pioneer in internet tech and while it worked to convert early adopters who intuitively wanted and needed faster internet, Fios reached a ceiling on growth. The biggest challenge was the networks physical footprint. Because it was only available in certain areas, the only consumers left to win weren’t early tech adopters. It was the opposite: casual internet users over the age of 40.

THE CHALLENGE
How do we get everyday internet users mostly browsing Facebook and watching Netflix to believe they need superfast 100% fiber-optic internet?

THE “A-HA”
These same adults — who don’t consider themselves “techies” — were buying tremendous amounts of tech, either for themselves or their families, without realizing each addition was a drain on poor Wi-Fi.

THE INSIGHT
Kids are always a step ahead on technology and able to translate “technology” to adults in ways that are convincing.

THE IDEA
Getting America’s most relatable kid to help adults relate to the need for better internet.

THE RESULTS
The best quarterly subscriber growth in 5+ years.