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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