Verizon Wireless is one of the country's leading wireless networks and offers their customers a wide variety of benefits. But how can they optimize their current music offerings to target the Gen Z audience?
Team: Samantha Montero, Dexter Jacobs, Alan Brown, Chantelle Campbell, Joe Perez
Role: Research, Concept Ideation, Art Director, Designer
This project was created using Adobe Illustrator, and Photoshop.
Introduction
Verizon offers a free Apple Music subscription to new customers when they sign up, but so does the competition. Verizon wants to set themselves apart from the competition and target the Gen Z audience of listeners and make it easier for them to connect to the artists they love.
Research
Target Audience: Gen Z
- "The Change Makers"
- Influencers
- Those with a diverse taste in music
- Current and new Verizon customers
Key Findings
- Gen Z is looking for brands with a purpose
- 84% listen to music everyday on their smartphones
- This generation looks for music on multiple apps with no allegiance to just one
- 75% turn to YouTube to search new music talents because it is user-generated content
Campaign Message
PASS THE AUX
Origin
This is a term frequently used among young consumers when they are sharing music with peers while hanging out.
Concept
We are using it as a metaphor for allowing others to express their culture and interests.
Solution
In order to capture the diverse interests of Generation Z we created an immersive music and cultural platform that encompasses everything their city has to offer in one, easy to use app.
Campaign
To get the word out we plan to implement a 4-step marketing campaign that would reach consumers on the streets, subways, social media, and influencer marketing.
