MUSE Gold

2021

Verizon's Comeback Coach, Feed The Frontlines & PIFL

Entrant Company

IPG

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

Verizon

Country / Region

United States

Verizon’s initiative to uplift all affected by the struggling economy, with external circumstances in mind, was undoubtedly a great effort to take responsibility for everyone’s shared future. Verizon launched Pay It Forward Live, Feed the Frontlines and the Comeback Coach Hub to support, nurture and draw attention to essential workers and to provide guidance to small business owners.

The Pay It Forward Live campaign was a 10-week live stream series that featured the world’s top entertainers in music, gaming and sports with a built-in call-to-action funneling support from viewers to assist small businesses. Throughout the campaign, Verizon donated $7.5 million to support small business relief and with considerable effort integrated A-list talent, gamers and athletes such as Alicia Keys, Billie Eilish, Usher, Pokimane, Tua Tagovailoa and George Kittle. The nearly 90 million viewers who tuned in throughout the series were encouraged to tweet their support of their favorite local businesses using the hashtag #PayItForwardLIVE, along with pledging to shop online, buying a gift card or ordering a meal to go.

In addition, the Feed the Frontlines initiative aimed to quickly assist healthcare and EMS workers who needed to be fueled to work long shifts, along with small businesses affected by the sudden economy shut-down. Verizon paid for 82,000+ meals seven days a week from 35 local restaurants for frontline workers at hospitals and fire stations across New York City and Detroit areas, providing essential services while giving SMB’s a lifeline. The campaign was executed by coordinating menus and delivery logistics between seven restaurants, six hospitals, and GrubHub daily.

Alongside those initiatives, Verizon developed the “Verizon Comeback Coach” series which delivered informative and snack-able original content to help all business owners pivot in their business strategy. Additionally, Verizon partnered with NAWBO and CircleAround to launch a "Women In Business" panel series that brought in 200,000 virtual female attendees from all walks of life.

All these initiatives worked with each other to cohesively provide tangible solutions and impactful financial support to those hardest hit by the pandemic, and to encourage Americans to help business owners.

More Gold Winners
Audio
2021
MUSE Advertising Awards - Jon Elmore's Legendary Career

Entrant Company

WMUL-FM

Category

Audio - Podcast

Country / Region

United States

Marketing & Promotional
2021
MUSE Advertising Awards - JRT Agency Holiday Card - Who Spilled the Sugar

Entrant Company

The JRT Agency

Category

Marketing & Promotional - Invitation / Greeting Card

Country / Region

United States

Publication
2021
MUSE Advertising Awards - Service Design of Epidemic Prevention in Primary School

Entrant Company

Jilin HOHA Advertising Co., Ltd

Category

Publication - COVID-19-Related (NEW)

Country / Region

China

Marketing & Promotional
2021
MUSE Advertising Awards - Tea Time is Anytime! Harney & Sons Fine Teas 2020 Catalog

Entrant Company

Ashworth Creative

Category

Marketing & Promotional - Catalog

Country / Region

United States