Verizon is an On Purpose company because it makes a concerted effort to understand and celebrate Hispanic heritage and culture and provide accessible ways to help the community achieve its personal and professional goals.
EGAMI was tasked with creating a signature program that would drive awareness of and resonate with the Hispanic community, by positioning Verizon Wireless and its products and services as culturally relevant.
EGAMI knows Hispanics seek opportunities for inspiration and growth from and aspired to be like their Latino brothers and sisters. With this insight, EGAMI aimed to give Hispanic consumers an opportunity to realize their own dreams by experiencing a Day in the Life of other successful Latino dreamers. EGAMI developed a nationwide sweepstake called “Día de tus Sueños” (“Day of Your Dreams”) to celebrate the history, heritage, and contributions of Hispanic culture. Consumers were offered an opportunity to win an experience that included spending a day with a nationally-recognized Hispanic trailblazer and win a Verizon Wireless prize pack to help them start their dream making. Winners received unique, customized experiences such as: a professional photo-shoot and celebrity outing with Empire Girls’ Julissa Bermudez, actress and TV personality, and co-star Adrienne Bailon from the hit Style Network series; a cooking experience with The Food Network’s Iron Chef Jose Garces at one of his signature restaurants in Philadelphia and attend his new released book signing; a cooking experience with Chef Ingrid Hoffmann, host of The Cooking Channel’s “Simply Delicioso,” and hit TV series “Delicioso” on Univision, who opened her home and test kitchen; an Indy racing experience with race car driver and Dancing with the Stars” champion Helio Castroneves; and, a personal tour of Telemundo Studios and a Miami celebrity lunch with Gabby Espino, a top telenovela actress best known for her lead role on the soap “Más Sabe el Diablo” and host of Telemundo’s hit show “Yo Me Llamo.”
Through these experiences, EGAMI engaged more 20,000 people online who participated, which resulted in nearly 5,000 entries within the four-week campaign. The total campaign yielded more than 6.5 million media impressions and generated awareness and sales for VZW products and services among millennial Hispanics via retail offers and in-store experiences and activations that brought the experiences to life. EGAMI activated community interest through social media and PR, and earned more than 3 million radio impressions via local radio buys and live remote events.