Verizon Wireless: Call the Fish

The Verizon Gz'One Type-V "is no ordinary phone," says McCann/New York AD Mat Bisher. "It's shock resistant and water resistant, and to promote it we had to convince people that the phone could actually surv

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The Verizon Gz'One Type-V "is no ordinary phone," says McCann/New York AD Mat Bisher. "It's shock resistant and water resistant, and to promote it we had to convince people that the phone could actually survive what we said it could survive." Hence this recent "Call the Fish" POP stunt, tested, rather successfully, according to Bisher, at a store in New Jersey. The idea not only allows consumers to prove the water-resistance angle for themselves, he notes, but "in the process they become part of the promotion." But is the fish shock resistant? Talk about annoying cell calls. When the phone rang, the little fella, unsurprisingly, "would generally respond by swimming in circles," says Bisher. "We just used the standard Verizon ring for the most part — no music or anything. For some reason, he seemed to enjoy that the most. The fish didn't always respond — I think he started to get used to being popular. But people loved to see what he would do each time. Customers not only engaged with the idea, they invited others to do so." Though the ring couldn't be heard from outside the bowl, people were free to take the phone out mid-ring; even if they didn't, "the phone lights up pretty well when it's called, and people always seemed amazed just to see that," he adds.
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About

Credits
Date
Oct 09, 2007
Client:
Verizon Wireless
Agency:
McCann Erickson New York
Chief Creative Officer:
Joyce King-Thomas
Executive Creative Director:
Steve Ohler
Group Creative Director:
Tom Murphy
Group Creative Director:
Sean Bryan
Copywriter:
Jason Schmall
Art Director:
Mat Bisher
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