Visible Takes On Wireless Industry’s Bias Against Singles, Offering Family Plan Savings – Without the Family (or the Family Drama)
By thelaegotist / /
An in-person smash room event, aptly-titled Visible Presents: Shatter the Family Drama, at 29 W 23rd St. New York, NY 10010 on December 17-18, 2021.
Visible, the Verizon-owned all digital wireless carrier, today announces the launch of their holiday campaign entitled “Smash the Drama,” to amplify awareness of the carrier’s first-to-market offering: family plan savings without the need for a traditional “family plan.” Visible will be promoting the campaign with a tongue-in-cheek holiday spot, airing now; a holiday hotline where celebrity experts and influencers offer real-time drama relief and advice to fans; and an in-person and virtual holiday relief smash room called Visible Presents: Shatter the Family Drama built to literally smash the holiday drama.
Approximately one-third of wireless consumers subscribe to a single line plan versus a family plan, and Visible is focused on providing them with the same premium experience at the best rates in the industry: as low as $25/month for unlimited data, with taxes and fees included.
The creative spark for the campaign stemmed from the fact that, as CEO Angie Klein says, being single in wireless is similar to women facing the “pink tax,” the cost increase women often pay on certain items such as razors and dry cleaning that men do not. Klein states, “Single people are in effect penalized by all the major telecommunications companies by requiring those not in a family to spend more on their monthly wireless plan. At Visible, we pride ourselves at providing real savings for everyone, no matter their family or relationship status.”
Visible has created the first wireless plan that delivers family plan savings without the need for a traditional family structure or shared payments. Consumers can join with whomever they want, whenever they want, with how many people they want — because Visible understands that family comes in all forms. Even if consumers choose to fly solo, it is easy to join a “party” with a stranger, ex, coworker (you name it!) and still share the same savings. Visible’s ultimate goal is to break the mold of what is traditional, while delivering service that is affordable and accessible for all – for as low as $25/month.
Consumers will see Visible’s holiday drama relief campaign come to life through an integrated campaign including:
- The holiday spot, running across digital platforms and on linear TV through the end of the year, in both :15 and :30-second versions.
- A “holiday hotline” live Twitter event on December 14, in which partners including Bachelorette alum Mike Johnson, comedian Matt Bellasai, and TV personality Gizelle Bryant take over the Visible handle and help audiences solve all of their holiday family drama woes in real time.
- An in-person smash room event, aptly-titled Visible Presents: Shatter the Family Drama, at 29 W 23rd St. New York, NY 10010 on December 17-18, 2021. Attendees can walk through a “home for the holidays” themed living room and take out their holiday-related family frustrations by smashing everything in sight. For example:
- Filled stockings you can rip from the mantle embroidered with, “Why aren’t you married yet?”
- Christmas tree ornaments that say, “Your generation has it so easy” and “Why can’t you be more like your brother?”
- Wine bottles with custom labels such as, “Dry and slightly bitter, like your family”…and more.
The campaign was created by MADWELL.
Activation – “Shatter the Family Drama”
Madwell – CREATIVE AGENCY
65 Porter Ave Brooklyn, NY 11237
1320 27th St. Ste. B Denver, CO 80205
Creative
- Chris Sojka, Chief Creative Officer
- Jeff Gillette, Executive Creative Director
- Courtney Schopfer, Creative Director (Design)
- Brett Dixon, Creative Director (Copy)
- Matt Frye, Associate Creative Director (Design)
- Alex Rhubart, Associate Creative Director (Design)
- Brianna Bradley, Designer
- Charlotte Ableman, Designer
- Andy Diaz, Designer
- Kelley Bode, Senior Copywriter
- Tara Holmes, Copywriter
- Kelsey Nguyen, Social Copywriter
- Laure De La Cruz, Designer
Production
- Julia Goldsmith, Associate Director of Production
- Trevor Chauvi, Senior Creative Producer
- Brigid McEntee, Group Production Director
Account
- Natalie Ross, Group Account Director
- Charlie Smith, Account Director
- Sarah Korner, Account Executive
Strategy
- Darren Allison, Associate Comms Director
- Madison Allen, Social Strategist
Social
- Michelle Douglas, Community Manager
- Ian Rubini, Community Manager
Smorgasbord – FABRICATION COMPANY
- Liam Fracht-Monroe, Client Service & Business Operations
- Amanada Daniels, Project Manager
- Ken Trabert, Creative Direction & Strategy
- Lee Robinson, Production & Fabrication
Zipline – PHOTO/VIDEO PRODUCTION COMPANY
- Tommy Walters – Lead Producer – Co-Owner Zipline Media
- Matt Cerisano – Technical Director- Co-Owner Zipline Media
Anchor – INFLUENCER AGENCY
- Victoria Calvert, President & CEO
- Angela Bobo, Senior Manager, Brand Strategy
- Lulu Burns, Head of Partnerships
- Maggie McMorrow, Marketing Associate
- Veronica McAuliffe, Marketing Associate
Social – “Holiday Hotline”
Madwell – CREATIVE AGENCY
65 Porter Ave Brooklyn, NY 11237
1320 27th St. Ste. B Denver, CO 80205
Creative
- Courtney Schopfer, Creative Director
- CJ Thomas, Associate Creative Director (Copy)
- Julia Compton, Associate Creative Director (Design)
- Libby Dean, Associate Creative Director (Copy)
- BriElle Munizzi, Senior Designer
- Eric Holton, Designer
- Kelsey Nguyen, Copywriter
- Apoorva Prabhakar, Copywriter
- Kaela Shelby, Associate Copywriter
- Sara Kuzmenka, Associate Designer
Production
- Jess Abood, Senior Creative Producer
- Kristion Matas, Associate Creative Producer
Account
- Bill Blatchley, Account Director
Strategy
- Darren Allison, Associate Comms Director
- Madison Allen, Social Strategist
- Michelle Douglas, Community Manager
- Ian Rubini, Community Manager
Media
- Victoria Richter, Performance Media Manager
- Lyly Mitchell, Associate Media Planner
TVC – “No Family, No Drama” Credits
Madwell – CREATIVE AGENCY
65 Porter Ave Brooklyn, NY 11237
1320 27th St. Ste. B Denver, CO 80205
Creative
- Chris Sojka, Chief Creative Officer
- Jeff Gillette, Executive Creative Director
- Pedro Saldarriaga, Creative Director (Design)
- Mel Simonich, Creative Director (Copy)
- Erin Anderson, Designer
- Charity Lombardo, Senior Copywriter
Production
- Brigid McEntee, Group Production Director
- Jessi Dana, Freelance Executive Producer
Account
- Natalie Ross, Group Account Director
- Sydney Sadler, Account Supervisor
Strategy
- Darren Allison, Senior Comms Strategist
Media
- Alex Strycula, Director of Media Operations
O Positive – PRODUCTION COMPANY
3303 Pico Boulevard Suite E Santa Monica, CA 90405
- Brian Billow, Director
- Grayson Bithell, Line Producer
Cut and Run – Editorial
2044 Broadway, Santa Monica, CA 90404
- Jay Nelson, Editor
- Jared Thomas, Senior Producer
Coupe – Music and Sound Design
4780 Sterling Dr, Boulder, CO 80301
- Alex Hawley, Sound Engineer
- Aaron Lasko, Executive Producer
Eric Singer, Executive Producer
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