#BetterMatters. Verizon delivers a very compelling marketing campaign to discuss one of their core competencies. By tapping into a consumer insight and frustration of the shortcoming of owning a mobile device but not being able to use it, the marketing strategy here is to communicate their strength of service and exhibits why better does matter. In the creative execution, Verizon has connected the ideas behind Better Matters in fun real life examples from the TV commercial to other digital executions where metaphors of service area and connection come to life. The campaign is consistent, beautiful, and purposefully witty that connects the consumer to the brand. A+
