Verizon’s Effie winning ‘How Sweet The Sound’ campaign — Jeff Greenfield // Provalytics

Quotes

• "I was fascinated to find out how the whole process of the auditions works: they use the audition process to build buzz for the program." - Jeff Greenfield

• "I got to work with the agency and crafted this idea for the way to connect with the African American community was to go through music, gospel music, and the church. That was the way in for a brand." - Jeff Greenfield

• "How are we going to get people to talk about is to build the buzz, and came up with this idea of the pastor packet and the pastor packet was what would be delivered to the actual churches. And the concept was that we would give the church for anyone that signed up through their kind of unique link, which is the same way that you work with colleges and stuff that they would get a commission, essentially an affiliate commission." - Jeff Greenfield

• 'The reason the campaign won an Effie is that it was the only thing Verizon had ever done, that it gained market share for them in the African American community." - Jeff Greenfield

• "The important lesson that I learned is that even though I was working very closely with this agency, and even though all the materials said copy written by me, and even though I filed it with the Producers Guild and stuff like that, I never had an NDA with them because I had such a great working relationship with the agency, so on. Unfortunately, that ended in litigation and became a very expensive lesson for me." - Jeff Greenfield