Verizon’s latest attempt to paint a ‘behind the scenes approach’ of Verizon’s operations such as this 4GLTE focus group discussion. The charts are easy to understand, even though they do not have a source for their information at the bottom, and a diverse group of people in their focus group to relate us all. Their message is clear, “Easy Choice”; similar to Samsung’s “The Next Big Thing Is Here” commercials. I’ll attempt to point out some areas to think about, and you can decide for yourself.
The Breakdown: Why it works, and why it doesn’t
I, for one, will admit that I am not the biggest fan of the way Verizon advertises for three main reasons. First, in the past they have stooped to certain levels because studies show that in order to be more effective; most consumers crave the opposition and drama. Secondly, when Verizon may go overboard with excessive graphics, and expensive display; it defeats their initial point. Lastly, their cultural diversity matrix in their advertising has been amusing, yet demeaning at times. Verizon faces its challenges when trying to cast a wide net with to appeal to ethnic groups, it’s a hard thing to do. For the most part, they succeed, while unwittingly stepping on customer’s toes at the same time. However, this commercial, may be a step in the right direction, less attitude of an iJerk™. You can be the judge.
iJerk™ Meter: LOW -Information manipulation; suggestive cues.
0:00- The commercial starts with a blue tint, presenting the audience watching this commercial with a surveillance camera view with the title, “4G LTE Focus Groups-Aug. 22 2012”. This camera angle gives confidence as well as anonymity as we focus on the focus group. Typically, focus groups if used the right way, provide significant insight. However, the misuse of focus groups can be dangerous and is quite common because inaccurate information is produced variables of interference and dishonesty. (Jakob Nielsen)
0:03- A tall, purple collared, clean shaven male is leading the focus group. Being tall, handsome and clean shaven are considered to be trustworthy and powerful qualities in the western way of thinking. (Similarity/Attraction Theory). This is due in part to why we choose the people we want to follow, via government, be prom king, CEO’s and organizational leaders. He also reminds me of Jim, from the hit show, The Office.
0:05- The focus group leader says, “The chart that has no source. So are we to assume it was research done by Verizon themselves? So let’s talk about coverage. Based on this chart, who would you choose? ” and we then see a bar graph showing the top for wireless providers in their respective rankings and colors. With this chart being about coverage, Verizon is the leading red bar, while others are remarkably small. However, this chart is missing something. If only I could be in the focus group, to slow things down or to ask a question, myself.
0:07- The camera now brings us to a warm-looking woman, possibly a grandmother and a wife. She contemplates her answer. This image would be an attempt to reach out to the 50 and up age group of current and potential customers. It is important for the older generation as well was the old, to keep your message simple and clean so that it makes it easier for them understand (Brainfluence, #97, Dooley).
0:08- Next the camera directs us to a young and attractive biracial woman, as she contemplates. Her persona exudes hip, intelligent and independent; like the customers they have and want to engage.
0:09- Next, as we take this trip on the cultural diversity rollercoaster, we come to two young gentlemen. One is hip and stylish; the other is a hip nerd type. Again, Verizon is reaching out to this audience, as well. When it comes to focus groups, it’s vital to focus on those you want to attract so you can gain valuable information from them for your marketing strategy.
0:10- We’re back to the focus group leader, as we hear him say, A bit condescending, in a way, rushing them; maybe because it shouldn't be hard to read. “Just take a minute…” with a rather smug look on his face. The passive aggressive body language in commercials is in a way, to simulate the desired behavior of a brand’s customers, when trying to prove their choice a superior choice. (Patti Wood)
0:12– This next camera shot shows an bright and confidant Asian woman, and a focused Caucasian man beside her. This scene composition reminds me school, when the low confidence student purposefully sits next to the smart student; awaiting their response in order to learn from them. Answer is, “Auditory Hint #1: Hearing companies name as the answer. Verizon , hands down!”
0:14– Now the same graph we viewed before is now flipped by the wireless provider’s order and now in black on white. A focus group member says, “Auditory Conclusion #1: Hearing an early conclusion. The colors don’t matter “. This is a bit degrading and the focus group people hint at that. (Are these actors or real people?)
0:16– We now see a full shot of a young and hip focus group with an older gentlemen in the back as they decide which wireless provider is the obvious choice.
0:18– To drive home the point of the obvious choice, to the focus group, the camera cuts to the older gentlemen who says, “Auditory Hint #2: Hearing companies name as the answer. Verizon has the coverage”. With gestures of confidence, he is more believable than someone who would say it, with more modesty or uncertainty in their eyes.
0:19- The laid back male in his 30’s and black shirt says, “Auditory Hint #3: Hearing companies name as the answer. Verizon ”. He has his top button unbuttoned to appear comfortable yet still respected. Again, we see another person to empathize with and trust, due to their body language.
0:19-2- “Auditory Hint #4: Hearing companies name as the answer. Verizon! ”, says the pretty red head, as the camera cuts to her answering immediately following the previous man a half second before her. Once again we hear Verizon’s name, so it should be stamped in our thoughts by now. After hearing “Verizon” a number of times throughout this commercial, and seeing this commercial a few times a day
0:21- Another chart is presented, this time using numbers instead of bars. Again, it’s pretty obvious who we are supposed to believe is the leader, in this graphic. Still it would be useful to see a message underneath with some kind of third party research citing.
0:22- Finally the last person the camera cuts to in the focus group says, “Auditory Conclusion #2: Group members states the only obvious conclusion. She can come up with. It really doesn’t matter how you present it. ” The focus group member is a young biracial woman, who is decisive, bright and filled with confidence.
0:24- The title comes up and the narrator says, “ Auditory Conclusion #3: Confirmation of consumer conclusion. It doesn’t matter how you present it. Verizon, more 4GLTE coverage than all other networks combined.” As to reiterate what the focus group members said hoping that we can identify ourselves with them.
0:27- Displaying the coverage map, with lightening animation. The small print says, “See verizonwireless.com/4GLTE for more details”. Verizon has a nice interactive map that explains what type of coverage they have and why they are able to make their claims. The confusion most people have about coverage, is the type of coverage, Verizon is specifically talking about 4GLTE in the United States, not 4G, not 3G and not Internationally.
0:29- Out comes the Verizon logo, in all of its recognition to end the commercial. With a more clear presentation of their source for us to learn more, “For some reason, we are redirected from this url to http://network4g.verizonwireless.com verizonwireless.com/4GLTE “. However when I typed it in, from the previous image with the map, I was redirected to this link instead and I clicked a few buttons to find the actual interactive map. (the same link I directed you to in the above image)
By far, this commercial is a new step for Verizon, with a bit of old Verizon over-confidence and manipulative tactics in the mix. In fact, this commercial reminded me a bit of an former Sprint commercial here, that outraged many people when Sprint claimed that everyone else throttled data usage but Sprint.
UPDATE: As of 11-11-12, the video scored, Dislikes: 335 to Likes: 111; with Total Views of 558,756 (Youtube.com). Over 75% of the people who voted found this emotionally unappealing.
UPDATE: AT&T’s response: “It’s Not Complicated”
