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Droga5 Creates 'Don’t Get Hooked' Campaign to Warn Us About High Cost Phone Bills

Creative 648 Add to collection

Sprint commissioned the campaign to warn people about the spending traps their competitors use to maximise customer revenue

Droga5 Creates 'Don’t Get Hooked' Campaign to Warn Us About High Cost Phone Bills
Verizon charges people twice as much for unlimited. It uses giant unlimited letters, funny actors, and taglines that don’t mean anything to hook people into paying twice as much. It’s unfortunate, but people across the country are on their hook.

Droga5 created the “Don’t Get Hooked” campaign to warn people about this trap. They used Verizon’s logo as a big hook that traps people into paying twice as much. A campaign was ran in TV, radio, digital, and OOH to really get the message across. Two of three films are live, which you can watch here and here, and a third rolls out later next week.


But to really contextualise just how ridiculous it is to pay twice as much for the same thing, the Twice The Price Store was created. It's a pop-up store that stocks hundreds of items at twice their regular price (conveniently located right next to Verizon).

The campaign wanted to put the idea of “paying twice as much” in context. When you’re getting recurring phone bills that charge you twice as much on autopay, you don’t realise it. But when you walk into a store, and the owner charges you twice as much, it stings, it’s clearly unfair.

 
So on 7/21/2017, the brand aired a rather odd TV ad. It was an unbranded local business commercial and the business owner was boasting about his brilliant business idea - a store that charges you twice as much for everything, conveniently located right next to Verizon, “you’re already here paying twice as much.” It was an earnest ad from an earnest guy who thought “If Verizon can charge people twice as much, so can I”. They made this ad so it would feel like an authentic local TV ad. The brand wanted people to believe it was real and wanted people to be shocked “did this guy just say he’s going to charge people twice as much?”
 
The ad led people to an actual store in Flushing, Queens. See how the grand opening day went down and how customers reacted here.


All in all, they wanted to wake up America to show them how ridiculous it is to pay twice as much with Verizon.
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Post Production / VFX

Creative Director: Alvin Cruz

Executive Producer: Jesse Kurnit, Scott Chinn

Motion Graphics: My Active Driveway - Marcio Lima

Post Production Company: MP/Second Child

Producer: CJ Trahan, Elizabeth Thuvanuti

Studio: Virginia Vargas (Graphics)

Telecine: Adrian Seery

VFX Supervisor: Warren Paleos

Production Company

Chief Operator: Brian Morrissey

Director: Jack Cole

DOP: Damien Acevedo

Executive Producer: Pat McGoldrick, Derek Richmond

Producer: Clint Caluory

Production Company: Chelsea Pictures/TTP Prettybird/Hidden Cam Films

Digital Production Company

Producer: Frannie Schultz (art)

Digital Agency

Designer: Mary Anne Brocco, Net Sirisantana (Lead)lo

Digital Agency: MKG

Production Manager: Mike Huthansel, Net Sirisantana (Director)

Music

CCO: Joel Simon

Composer: Nathan Kil / Joel Simon

Executive Producer: Jeff Fiorello

Mix: Jesse Peterson

Music Agency: JSM

Music Production: TTP - Yessian Music

Producer: Norm Felker, Andi Lewis

Sound Engineer: Keith Reynaud

Offline

Edit Assistant: Ryan Bukowski, Andy Pait & Ling Chua

Edit Company: NO6

Editor: Jason McDonald, Justin Quagliata,Matt Badger

Executive Producer: Corina Dennison

Producer: Malia Rose

Creative Agency

Account Management: Katie Pilot, Cristina Flores

Associate Producer, Film: Lauren Hanglow

Business Affairs Manager: Whitney Vose

Chief Creation Officer: Sally-Ann Dale

Chief Creative Officer: Ted Royer

Chief Digital Officer: Amy Avery (Intelligence)

Comms Strategy Director: Danni Patterson

Community Management: Colleen Leddy (Head)

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Data Strategist: Ryan Miller, Alex Grant (Junior)

Designer: Jessica Trombatore (Junior), Lauren Kong (Junior)

Director of Art Integration: Cliff Lewis

Director of Film Production: Jesse Brihn (Co-Directors) Bryan Litman

Director of Integrated Production: Niklas Lindstrom

Director of Integrated Production Business Affairs: Jocelyn Howard

Director of Production: Lindsay Weiss

Executive Creative Director: Matt Ian

Executive Producer: Amanda Revere (Film)

Global Chief Strategy Officer: Jonny Bauer

Group Account Directors: Blake Crosbie

Group Communications Strategy Director: Samantha Deevy

Group Strategy Director: Meghann MacKenzie

Head of Digital: George Bennett

Head of Strategy: Colm Murphy (Co-Head)

Print Producer: Rob Lugo (Senior)

Producer: Jacob Vogt, Caroline Vassiliades (Associate) Anna Wright-Hands

Production co-ordinator: Lily Allen

Senior Art Director: Joel Francke

Senior Business Manager: Tom Vendittelli

Senior Communications Strategist: Jay Potash, Paulina Liang (Junior)

Senior Copywriter: Mo Said

Senior Print Producer: Christie Dwyer

Senior Producer: Michael Bucchino, Madison Goldberg (Media)

Senior Producer, Film: Katie Harris

Senior Strategist: Simonas Piepalius, Matthew Choi

Technical Director: Michael Mosley

Design director: Adam Jackson, Mark Yoon (Associate)

Editor: Jeremy Zerbe (Design)

Client

Advertiser: Sprint

Advertising Director: Stacey Shupert

Advertising & Sponsorship Manager: Jade Delgado, Amanda Sangster

Chief Marketing Officer: Roger Solé

Social: Madison Llewellyn

VP, National Brand Leader: Tracy Palmer

CEO: Marcelo Claure

Categories: Utilities, Mobile phones

Droga5 New York, Tue, 25 Jul 2017 11:45:14 GMT