Download - World Cup Strategy
Verizon: Owning Empowerment
STRUCTURE
1 A RECAP OF WHERE WE ARE
2 THE ROOTS OF FAN PSYCHOLOGY
OWNING EMPOWERMENT3
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1 A RECAP OF WHERE WE ARE
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YOUR BRIEF TO US: GOALS
• Business: – Drive brand preference to increase gross adds– Increase ARPU (among VzW customers)– Bring Verizon Wireless into the consideration set (among non-VzW customers) – Where appropriate, leverage existing assets and overall program to increase awareness
and educate on High Speed Internet and FIOS
• Marketing: – Drive emotional engagement via an integrated program that leverages the acquired
assets/sponsorship elements– Support the evolved master brand positioning of VZ and VZW – Keep Verizon (VZW and Telco) brand top-of-mind and relevant among Hispanic
consumers and soccer fans– Set new benchmark in terms of cross-lob, region/area and HQ synergies/integration– Set component specific metrics before hand, with goal of achieving and/or surpassing
those
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Position Verizon as the only company providing truly real and tangible empowerment
SOURCE: VERIZON BRIEFING DECK
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YOU SHARED THREE KEY IMPLICATIONS TO HELP VERIZON BE A UNIQUE PLAYER DURING WORLD CUP WHILE
LEVERAGING EMPOWERMENT
• Go beyond the “price of entry” components. Include them as part of the program, but also find unique, unexpected, fresh content and ways to execute and activate them.
• Our involvement and continued support of soccer programs such as the very grass roots Copa Alianza Youth Clinics, provides opportunity to own a “authentic differentiator” position within the bigger World Cup 2010/soccer program
• Leverage both VZW and VZ Telco messaging/brand superiority claims: “the network [whether wireless 3g, high speed internet or FIOS) makes all the difference in how you experience the World Cup 2010”. To reliably keep up with the sport on any screen = High def TV, PC or Mobile.
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THE OPPORTUNITY:
How do we ground empowerment in a way that becomes tangible for our Hispanic
soccer fans and feels right for Verizon?
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The process to owning empowerment
Role of the BrandThe Soccer Fan
Owning Empowerment:
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2 THE ROOTS OF FAN PSYCHOLOGY
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The World Cup is the most anticipated event for soccer lovers around the world. Regardless of the fan’s ethnicity or gender, their intensity and passion is a shared one.
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For many, playing soccer traces back to their childhood
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For others it’s just part of tradition and culture…
…as this is handed down from generation to generation
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But why are soccer fans so intensely passionate about this sport?
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Let us take you back in time…
The roots of fan psychology goes back to a primitive time when human beings lived in small tribes
and warriors fighting to protect tribes were true genetic representatives of their people.
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''Our sports heroes are our warriors, and
whoever we root for represents us.”Robert Cialdini, a professor of psychology at Arizona State
Athletes re-create the intense emotions in some fans that tribal warfare might have in their ancestors.
Today, athletes play a similar role on the playing field
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…where the best warriors will battle it out to determine the winner of the world.
June 2010 the stadium at Cape Town becomes the coliseum…
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"When we root for a team we all, in a sense, become its partners, because the team becomes an extension of our ego.”
Journal of Personality and Social Psychology quoted in Newsweek
This is where fans and players will become one….
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In fact, fans will feel the same emotions athletes do
Fervent fans become so tied to their teams
that they experience
hormonal surges and other
physiological changes while
watching games, much as the athletes do.
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And these intense emotions will affect their entire well being…
Their testosterone levels will rise They’ll fight in packs
They’ll change their appearance Hero worship and rituals will be extreme
They’ll have a need to immortalize heroes
They’ll speak another language
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PLAY VIDEO
For fans it’s about the totality of the experience that feeds the “warrior in them” especially for the World Cup:
Because for them it’s about the entire experience
Living the experience - in the now
Sharing the experience - to talk about it with others
Re-living the experience – making it permanent
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Verizon is the only communications company that is fully capable of providing fans with the three screens - an empowering notion.
Verizon can make all three possible: gives you the total experience
FiOS/Copper WirelessHigh Speed Internet
Where the network makes all the difference in how you experience the World Cup 2010 22
And having the right tools will impact their entire day - before, during and after the event
On the way to work: Wireless
At work: InternetEven on their
breaks and at lunch:
Wireless
On their way home: Wireless
At home: TV
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The process to owning empowerment
Role of Verizon:
Has the tools to provide warriors with the total experience- living, sharing and re-living, however
they choose to live their passion.
The Soccer Fan:
Lives the warrior mindset, where every game is a roller coaster of intense emotions and experiences, and every game is as important as the next. They are ready to support, fight, laugh and cry for their team.
Owning Empowerment:
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OWNING EMPOWERMENT3
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Empowerment has a lot of meanings
AUTHORIZE
ENTITLE
PERMIT
ALLOW
LICENSE
SANCTION
WARRANT
COMMISSION
DELEGATE
QUALIFY
ENABLE
EQUIP
UNSHACKLE
SET FREE
LIBERATE
Many have the potential of taking the brand into a negative space instead of becoming the ally of the consumer.
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In other words…
With or without Verizon, fans will still live, breathe and experience the World Cup. Verizon isn’t going to give them the power to be better or more passionate fans.
Instead Verizon needs to be a supporter, accomplice and partner by equipping fans with the proper tools to get them ready for the World Cup.
GROUNDING EMPOWERMENT
EQUIP
UNSHACKLE SET FREE
LIBERATE
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Warriors live the battle.
Verizon fully equips fans for the ultimate sporting event experience…
With Verizon,
The process to owning empowerment
Role of Verizon:
Has the tools to provide warriors with the total experience- living, sharing and re-living, however
they choose to live their passion.
The Soccer Fan:
Lives the warrior mindset, where every game is a roller coaster of intense emotions and experiences, and every game is as important as the next. They are ready to support, fight, laugh and cry for their team.
Owning Empowerment:
Warriors live the battle.
Rationally:Have the proper tools
Emotionally: Live the experience before,
during and after
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How warriors live the battle.
By congregating before, during and after the game
By sharing stories
By re-living the playsBy changing their appearance
By demonstrating their competitiveness
By performing battle cries
Ways in…
By preparing for the fight
By playing the game
Living victories
By believing in superstitions that help them win
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