If you tuned into the Oscars in February or have since consumed your share of television commercials, you might have experienced Verizon's recent foray into the wonderful world of customer advocacy. In an ad series titled "Why they chose Verizon", the wireless network provider abandoned its cleverly comical, celebrity-studded approach to advertising to produce a collection of 30-second stories from real-life customers filmed in front of simple white backdrops.
As the half-minute ads play, the audience is introduced not to characters, but to people presenting as themselves, sharing stories from their lived experiences using Verizon's phone services. In one commercial, instead of being greeted with tantalizing statistics about quality of performance, we meet a husband who shares the story of how his phone provider enabled him to contact his wife in the middle of hurricane. In this moment, the audience gains an immediate and tangible understanding of the everyday value the wireless service provider returns to customers. It's a comforting, emotional moment that surely inspires Verizon customers in the audience to feel confident in their phone service while making others wonder what the "reliability" their provider touts means when it matters most.
Andrew McKechnie, Verizon's chief creative officer, shared in this interview: “The sentiment around the campaign is that these are real stories...As the stories come to life, it’s to show we have 130 million customers and they all have a reasons they chose us.”
The campaign is a compelling example of the different response a customer advocacy infused approach to marketing can elicit from an audience. Have you seen any recent commercials that leverage customer advocacy?