These are the slides we used to pitch our bold CSR idea to increase positive brand perception and brand equity for Verizon. We pitched our campaign to upper level executives at mcgarrybowen and were chosen out of the three intern groups as the winners of the summer-long competition.

2. Millennials’ misuse of tech inhibits their experiences and interactions.

3. Tech Misuse

9. But the level to which this use exists is
a new phenomenon.

10. Genuinely having funShowing you’re having fun

11. 78% of millennials would choose to spend money
on an experience or event over something desirable.

12. But through social media,
experiences have become tangible.

13. This application of tech and social media is not the issue.
It is the degree to which it is used.

14. 70%of smartphone users think looking at your phone
during social situations is rude.

16. Genuinely having funShowing you’re having fun

17. Verizon is the perfect company to take on this challenge.

18. Leading the conversation.

19. Target aligns with brand
Tech company addressing
a tech issue
Millennial buying power

20. Addressing this behavior gives rise to a more fulfilled and engaged
generation that uses tech in a more socially responsible way.

21. Tech is the tool, not the experience.

22. YOUR PHONE’S A TOOL, DON’T BE ONE.

23. YOUR PHONE’S A TOOL. DON’T BE ONE.
EXECUTION : ROUTE 1
Louis C.K. : Celebrity Endorsement

24. YOUR PHONE’S A TOOL. DON’T BE ONE.
LOUIS C.K. :30
Setting opens with Louis C.K. on stage with a white background.
Louis C.K.: People say the strangest things. ‘I hate my F****ing phone.
I hate it when people are constantly buried in their phones.
My phone sucks.’ No it doesn’t. It’s amazing. You don’t
have to constantly pull out your phone… and do this sh**.
Louis C.K. acts like he’s pulling out a phone and taps his thumbs on the screen.
Louis C.K.: Kids nowadays need to really experience life. No one
wants to see your 5,000-second snap story from South
by Southwest. Did you even actually listen to the band?
Capture the moment and put that thing away.
Card Copy: Your phone’s a tool. Don’t be one. Louis C.K. Verizon proud sponsors of
good social etiquette.

25. YOUR PHONE’S A TOOL. DON’T BE ONE.
LOUIS C.K. :15
Setting opens with Louis C.K. on stage with a white backdrop.
Louis C.K.: Technology today. It’s crazy. The other night, I was eating
dinner with my daughters when they pull out their phones
and start tweeting. ‘OH YEAH, SECOND GRADE WAS
GREAT TODAY.’ Am I invisible? It’s a shame. This shi** is
taking over.
Card Copy: Your phones a tool. Don’t be one. Louis C.K. Verizon proud sponsors of
good social etiquette.

26. YOUR PHONE’S A TOOL. DON’T BE ONE.
SXSW TAKE OVER
We will have Verizon sponsored stages at SXSW.
In between music performances, Louis C.K. will entertain
the millennial crowd with his stand up comedy about our
good social etiquette initiative.

27. YOUR PHONE’S A TOOL. DON’T BE ONE.
EXECUTION : ROUTE 2

28. YOUR PHONE’S A TOOL. DON’T BE ONE.
A MOMENT TO REMEMBER :30
Open with a man buying two plane tickets and booking a hotel room on his phone.
The scene jumps to the couple taking a selfie as they get onto the plane.
They are now on top of the Eiffel Tower.
There is romantic music playing in the background. He gets down on one knee.
Guy: Sara, you are the love of my li-
A notification sound plays. He stops. Pulls out his phone. His eyes get wide and he jumps
off one knee.
Guy: I just reached 300 Instagram followers! 300 Sara!
He now has tears in his eyes and is bouncing around hugging random tourists who look
startled and confused. His girlfriend is left standing alone in the shot.
(Voice in background)
Guy: This is cause for celebration. Of course I’ll have a glass of
champagne for 15 euros!
Card Copy: Your phone’s a tool. Don’t be one.

29. YOUR PHONE’S A TOOL. DON’T BE ONE.
THE SLOW BURN :15
Open with a man sitting at a bar. Everything around him is on fire. His phone screen
lights up his face. He is clearly talking to himself and can’t see the bar burning around
him.
Man: Lo-fi or Rise? The Lo-fi filter got me more likes last time, but rise
usually performs better at night …
He continues to look at his screen as he switches through instagram filters.
Card copy: Your phone’s a tool. Don’t be one. Verizon asks you to take
in the world around you.

30. YOUR PHONE’S A TOOL. DON’T BE ONE.
CAMPAIGN AGNOSTIC

31. YOUR PHONE’S A TOOL. DON’T BE ONE.
INTERACTIVE DIGITAL BILLBOARD
We are going to place an interactive digital billboard in Times Square.
There will be a millennial man on his cell phone tapping away as you see
his life and experiences speeding past him.
The copy will read, “I bet you can’t get him off his phone?”
This call to action will prompt consumers to interact with the billboard
by yelling or jumping up and down to distract him. The consumers have to
uncover the only way to do this is to physically touch the screen.

32. YOUR PHONE’S A TOOL. DON’T BE ONE.
#POSTPOST
Verizon is going to promote good social etiquette on social media
with the hashtag #PostPost. The tag explains that someone is posting
something that they wanted to post while they were enjoying an
experience but chose to wait until after as a form of good social
etiquette. People can enjoy their experiences and worry about posting
to social media afterwards. Verizon will tweet using the hashtag and
retweet other users who use the hashtag.

33. YOUR PHONE’S A TOOL. DON’T BE ONE.
AWESOMENESS TV
Background: Awesomeness TV is a YouTube channel that produces
original content utilizing popular teenage YouTube personalities.
Verizon is partnering with Awesomeness TV, making the platform the
perfect place to further advertise our campaign.
Series Description:
In our series “Experience Your World”, we’ll create a video for each
featured YouTube personality where they travel somewhere either near
or far to experience a place or an event in the world around them.
In these videos the YouTube personality will travel to a destination of
their choice while practicing good social etiquette. This can be conveyed
by the personality taking a picture and mentioning out loud that they will
post it to Instagram later but not immediately, maybe because they are
too busy enjoying live music or because the sunset is too pretty to miss.

34. YOUR PHONE’S A TOOL. DON’T BE ONE.
BUZZFEED
Full of content and truths, Verizon sponsors a Buzzfeed post that
exemplifies poor social etiquette for those who are unaware of their
relationship with their device that makes them miss out on life.

35. YOUR PHONE’S A TOOL. DON’T BE ONE.
COASTERS
We will place coasters at destination bars around the city.

36. YOUR PHONE’S A TOOL. DON’T BE ONE.
Media

37. SUCCESS METRICS
M E D I A F L O W C H A R T
Cable TV: 30 Spot
Network TV: 30 Spot
Cable TV: 15 Spot
Network TV: 15 Spot
Cable TV: 15 Spot
Network TV: 15 Spot
Talent Spot
$4,812,750 43,606,125
$8,100,000 64,284,187
$2,406,375 43,606,125
$4,050,000 64,284,187
$2,406,375 43,606,125
$4,050,000 64,284,187
$6,000,000
$2,500,000 320,188,489
$150,000 10,590,000
Television
Digital Pre-Roll: Collective, Tubemogel
Search Engine Marketing
Paid Social: Kinetic
Social Platforms
Experiential / Out of Home
Original Content
OWNED MEDIA
Facebook
Twitter
Facebook, Twitter, YouTube
AwesomenessTV
Digital Billboards
Coaster Awareness
Google AdWords Campaign
Digital Pre-Roll: 15 second Spot
PHASE 1 PHASE 2 PHASE 3 / 4 SPEND IMPRESSIONS
$375,000 375,000,000
$250,000 71,250,000
$2.000,000 21,000,000
$1,217,725 974,180
$30,000 200,000,000
$5,000,000 48,000,000
$43,348,225 1,370,673,305
PAID MEDIA

38. SUCCESS METRICS
1.37 BILLION IMPRESSIONS

39. SUCCESS METRICS
• Drive awareness that “Verizon supports
technology use that enhances and enables
experiences, not inhibits it.
• Drive recall of campaign messages.
• Campaign awareness
• Targeted reach
• Message recall
• Perception
• Visitation from target
• Content engagement
• Bounce rate/ time spent
• Number of pages viewed
• Reaching a deeper funnel
• Net promoter score
• Social advocacy
• Engage target about the benefits of
tech moderation
• Demonstrate how balanced tech use
enables better experiences.
• Drive viewership of our original content
• Drive repeat viewership
• Drive advocacy
• Encourage viewers to share / tell friends
about tech balance social situations
P E R F O R M A N C E E V A L U A T I O N A C R O S S C O N S U M E R J O U R N E Y
ObjectivesKPIsTactics
Experiential / OOH
Social
Original Content
TV / OLA / OLV
Awareness
Campaign Awareness Content Engagement / Consideration Views / Subscriptions Advocacy
Engagement Conversion Loyalty / Advocacy

40. Influence Opinion
SUCCESS METRICS
“Awareness of…”
“Personal tech use in social situations”
“Agreement that…”
Appropriate phone use creates better
experiences for everyone

41. SUCCESS METRICS
• Drive awareness that “Verizon supports
technology use that enhances and enables
experiences, not inhibits it.
• Drive recall of campaign messages.
• Campaign awareness
• Targeted reach
• Message recall
• Perception
• Visitation from target
• Content engagement
• Bounce rate/ time spent
• Number of pages viewed
• Reaching a deeper funnel
• Net promoter score
• Social advocacy
• Engage target about the benefits of
tech moderation
• Demonstrate how balanced tech use
enables better experiences.
• Drive viewership of our original content
• Drive repeat viewership
• Drive advocacy
• Encourage viewers to share / tell friends
about tech balance social situations
P E R F O R M A N C E E V A L U A T I O N A C R O S S C O N S U M E R J O U R N E Y
ObjectivesKPIsTactics
Experiential / OOH
Social
Original Content
TV / OLA / OLV
Awareness
Campaign Awareness Content Engagement / Consideration Views / Subscriptions Advocacy
Engagement Conversion Loyalty / Advocacy

42. Increase positive brand perception
SUCCESS METRICS
Measure brand sentiment from pre and post
campaign surveys for the telecomm category.
Brand survey
Net promoter score

43. Thank You