Visible stepped on the scene as a wireless service ready to change wireless service—for the better. But to do that, we had to first build awareness about who we are and how we’re different. Enter: a series of straight-up, self-aware commercials featuring Dan Levy promoting our $40/month offering, including unlimited data for unlimited Internet browsing. In one linear TV spot, we shamelessly use Dan Levy’s (glorious) eyebrows to sell Visible’s unlimited browsing. (Brows. Browse. Get it?!)
As the spot concludes, we drive people to UnlimitedEyeBrowsing.com, a seemingly endless experience of eyebrow-based content: our way of reminding you that with Visible, the browsing never ends.
To ensure an unlimited feel, we created hundreds of pieces of content that kept visitors clicking for hours. Oh, and did we mention you can literally browse the site by moving your eyebrows up and down? Yeah. You can do that, too. Not only did we achieve mass brand awareness, like we set out to, but we even inspired consideration, entertainment, some unforgettable joy along the way.
Nearly every wireless phone service chooses to tout its ‘benefits’ and ‘features’, in an endless attempt to educate consumers and break through. We knew better. To reach our fickle, tech-minded audience and prove Visible’s difference, we developed over 300 customized pieces of eyebrow-focused content including—but certainly not limited to—a dating app for eyebrows, eyebrow fan fiction, and the adventures of Super Brow. The result? We left an unforgettable, lasting impression that confirmed we’re not like the rest.
183,024 unique visitors explored UnlimitedEyebrowsing.com with 3,746 people clicking through to the Visible site. We also had 518,727,074 PR impressions with glowing mentions in media like Adweek, AdAge, and Forbes. And in the end, we found a playful way to put Visible’s unlimited browsing in the forefront of people’s minds.