– Verizon Wireless Push to Talk Case Study Campaign Details Research Conducted By: Campaign Date: June 2009 Target Audience: Male; “blue collar workers” with an average household income greater than $40,000 Campaign Objective To use digital out‐of‐home as a competitive advantage in order to target “blue collar workers” looking for cost‐effective Network Categories: alternative to a wireless phone plan: Airports • Increase awareness of Verizon’s Push to Talk services and its C‐Store major advantages; cost‐effective, quick exchanges, group Colleges calls and coast‐to‐coast coverage Entertainment • Increase the amount of new Verizon wireless users and Gas Station retainment of its current users with enhanced plans such as Grocery Push to Talk Health Care • Reinforce Verizon Wireless’ “reliability” and competitive Hospitality pricing as a brand Municipal Office Building Campaign Execution Personal Care Residential Working with Zenith Media, ADCentricity was able to identify the Retail target audience within vital geographic areas for the campaign. Shopping Centre Using ADCentricitys proprietary ad platform, ADCentral, over Transportation 3,000 screens were identified across convenience stores, gas stations and QSR within the zip codes of the top 10 DMAs. All locations had a higher national average of blue collar workers with an average HHI greater than $40,000. ADCentral crossed the target profile with the venues types, occupation, age and household income to determine the venues closest to the target audience. Campaign Results Verizon Wireless and ADCentricitys newest service, Research Lite, a partnership with Peoplecount‐ an award winning research firm and supplier of audited out‐of‐home circulation data. The study results determined that the digital screens were the number one noticed advertising vehicle within each selected venue. • 79% of consumers noticed the digital screen within the environment • 46% of all respondents were within occupation, age and household income target profile The campaign is expected to server more than 17,000,000 Toronto | New York | Calgary | London played ads, with an audience impression of 8,562,768 (results Adcentricity.com | 1‐888‐420‐3498 not available at time of publishing).