challenge ∙ To increase FiOS subscriptions amongst multi-dwelling unit (MDU) residents in major cities.
angle ∙ Insights suggest anyone who has access to FiOS will sign up for FiOS. So let's move everyone into a FiOS-enabled building.
solution∙ We converted the MDU site — MustHaveFiOS.com — into an apartment-searching tool. This was an elegant, honest-to-god, branded utilitarian experience.
As a brand exercise, this is a major step forward for Verizon. It plays down the FiOS service as a mere commodity (full of predictable price points and gift cards.) Instead, the brand is introduced as both benevolent and beautiful.
For consumers to be able to say to a friend "FiOS helped me find my new home" is the holy grail of brand-building. Not to mention, we were able to tap into a new, fruitful prospective customer-base.