Rewriting the Book on Home Internet

Who hasn't felt that punch in the gut every time they go through their cable internet bill? Not only is it frustratingly complicated, but it’s also hard to keep track of miscellaneous charges and the price sometimes changing after a year. It’s time for things to change.

Verizon is rewriting the book on home internet—literally—with a new campaign from agency Madwell. Madwell’s latest campaign for Verizon positions Verizon Home Internet as a welcomed choice for consumers who were not aware there was a better option out there and want fast and reliable internet without the surprises.

Verizon is offering the service as low as $25 a month with no annual contracts, no hidden fees, no equipment charges or data caps. And the price is guaranteed for at least two years. The campaign aims to drive awareness of and demand for the service.

“We discovered that consumers are hesitant to switch providers due to the time and effort required,” says Mau Galvan, creative director at Madwell, “and that there is also a perceived lack of choice, which further hinders switching, so we wanted to make clear that there is a choice. Because at the end you can try to endure living with your current internet provider, or you can switch to Verizon Home Internet and be happy.”

The agency’s newest work features amusing, completely fictional and dramatized book reviews based on the emotional pulls of dealing with the complications of one’s cable bill. The series includes three book genres: educational, thriller and romantic novel.