JUSTINE KLEEMAN

CHALLENGE

Drop culture has been around for decades, dating back to the late 1900s. As the movement shifted across time, we’ve seen a lot changes to the approach. Lately, drop culture has been deemed “too exclusive”, “too city-centric” and sometimes even chaotic. Verizon aimed to redefine that with the year’s most anticipated release for Hispanic audiences—the iPhone 15.  Their mission? To make it the biggest and most inclusive drop yet, all while refreshing the drop culture experience and maintaining the buzz.

 

SOLUTION

The iPhone 15 release promised to be the year’s biggest drop moment for Hispanic audiences. Verizon wanted to reset the exclusivity of drop culture for good, while still dialing up the hype. Every detail of Catch My iPhone was tailored to resonate, connect and be accessible. Including our bi-lingual launch ads on social and the talent featured in the experience, Reggaeton ambassador and latin music icon J. Balvin. The result was Catch My iPhone, an immersive AR experience and larger-than-life, personalized drop moment for our Hispanic audience, where a 300-foot digital twin of latin music icon J Balvin walked across the country to fans’ homes dropping the new iPhone for them to catch. For the first time, Catch My iPhone took drop culture out of the big cities, and made it inclusive through technology, opening a new reality, and spreading the hype all across the country.

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