2009 GOLD

AFRICAN-AMERICAN

HOW SWEET THE SOUND

VERIZON WIRELESS, VERIZON WIRELESS

Robyn Duval, Assoc. Dir.-Natl. Advt.

ERWIN-PENLAND

Joe Erwin, Pres.
Allen Bosworth, Exec. VP-Client Service
Bill Reynolds, VP-Media
Anne Decabooter, Media Super.
Andy Mendelsohn, Exec. Creative Dir.
Jeff Hoffman, Mgmt. Super.
Beth Carter, Mgmt. Super.

ZENITH

Janet Cerrato, Sr. VP-Dir., Local Bdcst., Zenithmedia

MARKETING WERKS

Derrick Peoples, Acct. Exec.

Struggling to gain market share in the African-American segment, Verizon Wireless took a completely new approach to connect with this community, launching a gospel choir competition, "How Sweet the Sound." The competition culminated in an electrifying concert at the FedEx Forum arena in Memphis in October 2007. The multi-channel, integrated campaign, involving online, TV, radio, newspaper, out-of-home, mobile, direct mail and email, touched the hearts and souls of the community and dramatically accelerated Verizon Wireless sales and market share.