To launch the new look and platform, Verizon used a variety of agencies, including The Community, Momentum and Ogilvy New York, which brought Verizon’s vision to life for reviving “Can you hear me now?”

Making OOH bold

Given that Verizon already has 99% brand awareness with consumers, the company wants to use its out-of-home work to begin driving conversions. To do that, “we need to make sure that we resonate with you through the human truth of insights and how you behave with your phone and with your network,” Aspiazu said, adding, “We had to crack the formula of bringing awareness and desire that eventually or very quickly will turn into acquisition.”

In the OOH work, the brand shows consumers dealing with a broken phone both from the perspective of the consumer and the phone.

“We’re taking this idea of the broken phone and finding another way to demystify the stigma about if my phone is broken, it is worthless,” Aspiazu said. “We came up with this ‘Broken is beautiful. Trade in any phone, any condition, anytime.’”

Despite the yellow and lack of red in the OOH campaign, Berland confirmed red will be the primary color, which Verizon will lean into more than in the past.

“What ended up happening is the black was actually the most dominant and the red almost took a backseat for things,” Berland said, adding “For OOH specifically, we want to push and grab. We’re big believers of out-of-home needs to make you stop on the street.”