It’s #ThrowBackThursday and today’s #vintage video is a look back on Verizon Wireless: “Can You Hear Me Now? Good!”
The ad campaign ran for nine years from 2002 until 2011. Below is the first spot where Paul Marcarelli appeared as the Test Man in the campaign commercials.
In the first two years, the campaign helped Verizon gain market share and reduce customer turnover. The number of Verizon subscribers increased from 32.5 million to 37.5 million in 2003. By the start of 2004 the number of subscribers increased to 43.8 million.
With its ‘‘Can You Hear Me Now?’’ campaign, Verizon followed other advertising campaigns that had reached iconic status by asking questions not meant to be answered.
Kicking off the question campaigns was McDonald’s, when they made ad history in 1997 with its question, ‘‘Did somebody say McDonald’s?’’ Then Wendy’s joined in, achieving contagious success with its ‘‘Where’s the Beef?’’ campaign in the 1980’s. After the 2000 Super Bowl Anheuser-Busch joined with their ad campaign, ‘‘Whassup?’’
Verizon Wireless may be the only one that asked a question and responsed to it, “Can You Hear Me Now? Good!”
It’s your turn. What do you think? “Can You Hear Me Now?” Are you one of the millions of subscribers who joined Verizon during this campaign? Are you still paying for their premium service? Or have you joined another network to save money based on price wars? If so, which network? How is their service quality and coverage working for you?