With $100M Saturation Campaign, Droid Will Be Impossible to Avoid.

Posted by truecreek on November 9, 2009 under More Dam News | Be the First to Comment

The battle between AT&T and Verizon is going to make for some great advertising in the near future…

Marketing Casts Verizon Device as Antithesis of the Ubiquitous iPhone

By Rita Chang

SAN FRANCISCO (AdAge.com) — Verizon’s droid is pitching itself as the anti-iPhone, and nowhere is that more evident than in the look and feel of its campaign — a blanket push you won’t be able to escape.

The integrated campaign, the largest in Verizon history, will receive an estimated $100 million in support, most of it spent before the end of the year. Within it, the new phone is touted as the robotic do-it-all antidote to the Apple handset’s shortcomings.

The TV spots set to hit airwaves Monday night are about as far from the iPhone’s cheery spots as possible. Visually somber and testosterone-packed, they could be mistaken for ads for “The Terminator.” But, like the iPhone spots, they also demonstrate what the device can deliver, such as voice-activated turn-by-turn directions, fast web-browsing and video viewing. The tagline: “In a world of doesn’t, Droid does.”

More here.

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