Nest by Barclays

Innovate banking in the name neurodivergence

discipline

Responsive Web Design, Government, & Public Sector

Role

UX Research, UI Design, Prototyping, Design System

Tools

Figma, Miro, After Effects, Protopie

Timeline

2 months

Team

Alexandra Molta, Mariko Dreifuss, Suebin Kang

Cheat with V

Show people that regardless of their wireless carrier, when they need accessories now, they need Verizon

Project Duration

2 months
UI Design, Copywriting, Strategy, Motion Graphics

Team

Alexandra Molta, Janay Winston, Ninoska Lugo, Alice Que, Gabriela Sorto

Tools

Figma, After Effects

Recognition

Shortlisted for the Young Ones 2023 Brief

☕️ Sit Back, sip some coffee, and enjoy
📖 Context

Show people that regardless of their wireless carrier, when they need accessories now, they need Verizon. To address the issue of Verizon's brand not being top-of-mind for accessory purchases, we have introduced a bold and daring campaign called "Cheat with V". This campaign uses a provocative and playful tone of voice to encourage customers to consider Verizon for their cellular and home tech accessory needs, even if they usually go to big-box retailers like Best Buy or Target.

⚡️ The challenge

Despite being a prominent provider of cellular and home tech accessories, Verizon is not typically top-of-mind for consumers when it comes to purchasing accessories. Instead, they often turn to big-box retailers such as Best Buy or Target.

Brands Ideal
BRAND STRATEGY

Cheating never felt so good

The "Cheat with V" campaign aims to promote Verizon as a top provider for tech accessories, while also encouraging customers to indulge in a bit of cheating once in a while.

Brand Archetypes

The Ruler - 80%
The Hero - 20%

Brand Personality

Confident, Sensual, Bold

DYNAMIC BRANDING SYSTEM

Visual Identity

Primary and Secondary logo

Dynamic logo

Changes to reflect accessory in use

Brand Typeface

"Feeling Passionate" is used for Headings and for all body cody, "Neue Haas Grotesk Display Pro" Regular is used. These two fonts complement each other, like the contrast between a formal and a suggestive style

Brand Color Palette
Primary
TV spots

Character Breakdown

Let's introduce you to our 3 culprits who gave in to the temptation and cheated with V

Applications

Out of Home

Catch V out in the streets through our Out of Home campaign. This campaigns features a set of billboards and posters showcasing V’s wide selection of products.

Social Media

V will also be interrupting your Instagram stories with 5 second IG Story videos to let you know that we have what you are missing out on and what you deserve.

Chat with V

Yes V is real. Chat with V through an AI chat bot designed to help you find what you need because it’s what you deserve. Just tell her what you are looking for and V will redirect you to the accessories that best fit your needs on our product page.

CAMPAIGN EXTENSION

Vibe with V

Welcome V into your daily drives to your local Verizon stores with the Ultimate Cheater Playlist, curated for you by yours truly. Find this playlist on the Spotify App and Desktop Player.shorturl.at/nAE79

The V Mixtape

Limited edition Vibe With V by Spotify CD’s and Vinyls will be gifted to out to our cheaters with their purchase of a home or tech accessories at participating stores near them.

Merch

Takeaways

✨ Dare to cheat

The "Cheat with V" campaign was not only a successful and exciting experience in exploring copywriting in a sensual and provocative tone, but it also provided valuable insights into effective marketing strategies. Seeing people positively respond and react with laughter to the campaign was extremely rewarding. One of the most interesting aspects was the chance to take a well-known and established company like Verizon and craft a different, more playful side to them. This allowed for the exploration of a new tone of voice and approach to marketing that was different from what Verizon typically employs. Overall, the campaign was a great learning experience that allowed for creative expression and experimentation in the realm of copywriting.