August 31, 2006

Realize Case

Where We Started High-speed internet growth has been explosive

However, African Americans lag the general market, even when socio-economic factors have been removed

Many broadband providers, spending hundreds of millions to say the same thing Category has become commoditized with little

differentiation in messaging Superior speed claims, lower price, features not

benefits

Our Task Bring a unique approach and distinct message

that speaks and connects with them Predispose AA consumers to Verizon Online DSL

A New Approach Transition Verizon from traditional acquisition

approach – national DRTV, DM, FSIs – to an integrated, local campaign utilizing awareness and acquisition elements based on consumer insight

VERIZON NATIONAL ACQUISITION MODELVERIZON NATIONAL ACQUISITION MODEL

360º INTEGRATED LOCAL MODEL

360º INTEGRATED LOCAL MODEL

DRTV, DM, FSIs, DOOR HANGERS

DRTV, DM, FSIs, DOOR HANGERS

DRTV, DM, FSIs, DOOR HANGERS

DRTV, DM, FSIs, DOOR HANGERS

TV, OUTDOOR, RADIO, ONLINE, PR

TV, OUTDOOR, RADIO, ONLINE, PR

EVENTS, PR, ONLINE, MOBILE VEHICLE

EVENTS, PR, ONLINE, MOBILE VEHICLE

The Insights Several key insights that impacted every part of

communications African Americans are highly entrepreneurial

High-speed internet enables African Americans to reach their potential by leveling the playing field and increasing options

Unique technology adoption curve from mass market – African Americans will leapfrog stages, provided they see the benefit

Word-of-mouth drives adoption and sales Experience and demonstration is key

The Campaign Realized Utilized 19 local entrepreneurs from key

Verizon markets Powerful creative envelope Media with meaning – creative ran places

usually occupied by tobacco, lottery, liquor advertising (e.g., convenience stores), which generated positive buzz

Increased efficiency and effectiveness by focusing on select neighborhoods within key competitive markets

Interactions beyond advertising

Drive the message home with a unique, big idea Placed a local entrepreneur in an empty

neighborhood storefront for 21 days Her Goal: Launch her business, with only Verizon

technology, an Oracle and Taskmaster Truly integrated, involving everyone

Our creative team came up with the idea, our planning and account team helped sell and manage it, and our engagement and production teams executed it

Dream 254: The Verizon Incubator

Realize was the platform for engagement activities throughout Q4 2005 and 2006, for example, NCNW Family Reunion Congressional Black Caucus Howard University Homecoming

Utilized the Realize Mobile Tour vehicle at key events Consumers could interact with products, Verizon

employees and our Realizers

Engagement and Events

Brought annual Black History Month advertising and events under the Realize banner, focusing on entrepreneurism among high school students Shot Caller Showdown was

a business case building competition in predominantly African American high schools in our core markets

Black History Month

Success Realized 91,454 unit sales in 2006 (210% of objective)

1.5 billion media/PR impressions

Realize Ambition site generated: Over 15,000 unique visitors a week during

Incubator period 395 sales

Online banner creative generated over 10 Million Impressions

Success Realized Impacted the brand

Brand Health Index increased by over 11 points from pre-Realize period (Q3’05)

Lifted top-of-mind and unaided awareness of Verizon as a broadband company

27

29

43

59

40

45

56

72

58

41 55

56

0

10

20

30

40

50

60

70

80

90

100

Q3 2005 Q4 2005 Q1 2006 Q2 2006

Top-of-Mind Broadband Cue

Total Unaided Awareness - Broadband

Unaided Product Awareness - High Speed Internet

24.4

32.1

35.535.7

10

15

20

25

30

35

40

Q3 2005 Q4 2005 Q1 2006 Q2 2006

African American Brand Health Index

Success Realized Awards garnered by Realize campaign

Verizon won the American Advertising Foundation Award for Advertiser of the Year, based on strength of Realize campaign

Burrell won the American Advertising Foundation Award for Advertising Agency of the Year, based on strength of Realize campaign

ANA Multicultural Campaign with Most Significant Results

Verizon’s Supplier of the Year Award

APPENDIX: CREATIVEAPPENDIX: CREATIVE

Outdoor: Earnest Jordan Teaser

Outdoor: Earnest Jordan

Outdoor: Solomon Jones Teaser

Outdoor: Solomon Jones

Outdoor: Nikki O’Dell Teaser

Outdoor: Nikki O’Dell

Outdoor: Kareem Black

FSI: Kareem Black

VERIZONDSL1-:45 RADIO"Choose--DC"JOB NO. ANYX/VE-L5018/24/2005PAGE 1 0F 1cmg

1 SFX: NICE MELODIC HIP-HOP/JAZZY FEEL TRACK.23 MAN: SINCE LIFE ISN'T ONE PATH FITS ALL, FOLLOW WHAT'S IN YOUR4 HEART. CHOOSE TO LET YOUR VISION BECOME REALITY. BE THE5 ONE THAT FINGERS ARE PROUDLY POINTED AT. STRIVE TO BE6 THE TALK OF THE NEIGHBORHOOD AND THE ONE WHISPERED7 ABOUT. CHOOSE TO BE THE MODEL OF WHAT'S POSSIBLE. REACH8 FOR YOUR DREAMS AND GRASP GREATNESS. THIS IS YOUR9 LIFE…CHOOSE TO BE A LEADER AND WATCH THE OTHERS10 FOLLOW.1112 VO: MOVE AT THE SPEED OF YOUR AMBITION WITH VERIZON ONLINE13 DSL, NOW JUST $14.95 A MONTH WITH A ONE-YEAR PRICE14 GUARANTEE; WITH SPEEDS UP TO 768Kbps.1516 MAN: CHOOSE TO TAKE YOUR LIFE TO THE NEXT LEVEL.17 SIGNUP AT REALIZE.COM TO SEE HOW IT'S DONE.1819 NOW YOU HAVE THE POWER TO REALIZE.20 TAG: VERIZION. WE NEVER STOP WORKING FOR YOU.2122 LEGAL: $14.95 a month rate available for new Verizon residential DSL 768k23 customers. One year commitment required. $79 eary termination fee24 applies. Speed and uninterrupted service not guaranteed. Not available in25 all areas. Additional monthly supplier FUSF recovery charge, a tax recovery26 charge, and applicable taxes may apply. Other terms and conditions apply.

Radio

Newspaper: Earnest Jordan

Online: Realize Portals

Online: Realize Portals

Online: Realize Portals

Online: Realize Portals

Advertorial: Nikki O’Dell

Verizon Realize Mobile Unit