Forgotten Customers

Images of a smiling family in a poster, in an email on a phone, and in a video on a tablet

The Client: Verizon Wireless

The Challenge: Help associates prevent churn by identifying those customers who need special support and attention — because forgetting about them is a great way to lose their business.

The Solution: Forgotten Customers helped Verizon associates fight churn by learning more about the particular needs of some of their particular customers. Breakroom posters, emails, quizzes, and videos introduced the Halls, the Finleys, and the Bakers — three imaginary customers representing three types of very real customers who are prone to churn (leave their carrier early) if they aren't given the support they need. The campaign had such a significant effect on customer retention that the client chose to revive it the following spring, just to keep Tommy Baker (and his wife, Peg, and their dog, Ringo) at the top of associates' minds.

The Credit: Agency: o2ideas; creative director: Howard Pearlstein

The Goods:

First of all, there's the video series.