Rokkan’s ‘Get Where You’re Going’ campaign highlights the new Hum by Verizon system, an aftermarket connected car device that gives drivers insights about their vehicle and their driving experience.
The campaign employs nostalgia, emotion and humor to connect with customers. The first two spots highlight the features of Hum with real-life situations. In ‘Big Poppa,' above, a man sees that the check engine light is on in his car, so he pulls over, family in tow, and says he’ll have it fixed in a minute. His wife, utilizing the Bluetooth-enabled speaker and app, hears right away what the problem is and is told by Hum that the car will be fine for the time being, while dad now looks a bit dejected since he didn’t solve the problem.
In ‘Paradise,’ a family is seen entering an airport parking lot after a beach vacation, and the father looks like he has no idea where he parked. Mom, using Hum’s vehicle location service, leads the way to the car.
The campaign is the first major ad work done for Verizon by Rokkan since the agency was named as its full creative and digital lead for the product launch for the telecom’s Telematics division.
The campaign supports the recent launch of Hum, a system which includes an OBD-II connector that plugs into nearly any vehicle, a stainless-steel Bluetooth speaker that clips to a car’s visor, and an app that all work together to help create a smarter, safer and more connected driving experience. Hum provides real-time auto health and diagnostics, driving history, boundary and speed alerts, and vehicle location.
“Hum by Verizon is about providing a smarter, safer and more connected driving experience for customers, giving them vehicle-related services and information that deliver true peace of mind,” said Jeff Perkins, director, consumer marketing at Verizon Telematics. “We think Rokkan’s work on the ‘Get Where You’re Going’ campaign captures the spirit of Hum in a creative, poignant and entertaining way.”
Four more digital spots will follow, each focusing on a car problem Hum helps solve, from needing to fix a flat tire, to diagnosing the smoke coming from under the hood, to getting pinpoint emergency assistance that brings help to you in the event of a crash.
“We know how indispensable cars are to millions of people, so our aim with this campaign was to show how vital a connected technology like Hum can be,” said Rokkan chief executive John Noe.
“Because our team views creative through the lens of human experience, we made the work reflective of everyday scenarios we all face on the road, and how one reliable device can solve a lot of problems.”