“You Break it, We Take it”
Challenge
The telco category has long punished customers during the phone trade in process. Unfair condition assessments created lots of skepticism, making people feel cheated when trying to get value for their devices. Verizon wanted to change that, with an “any phone, any condition” guaranteed trade-in policy. We need to drive awareness for this new offer in a way that broke through the skepticism.
Strategy
Our unlock was simple and inspired by real, online conversation around phone breakage... When life happens, it happens to your phone. And you shouldn't be judged for it, especially when it comes to trading it in.
Creative
A simple but powerful campaign, shedding light on those universal moments of absolute panic and frustration that come from a phone breaking moment. As silly or unexpected as they may be.
