Digital wireless company Visible is known for its tongue-in-cheek marketing campaigns. Take its billboard ad featuring an intentional spelling mistake, which went viral during its first year of business. Or its "Unlimited Eyebrowsing" campaign, starring the brow-prominent "Schitt's Creek" actor Dan Levy, which included a website that consumers could browse using their actual eyebrows.

This month, to celebrate Pride month and support the LGBTQ+ community, Visible created a 1970s-themed game show dubbed “No Straight Answers,” in which LGBTQ+ elders ("The Old Gays") and Gen Z contestants ("The Young Slays") are quizzed on the latest slang, the history of Pride and more.  

The campaign’s purpose is to foster connections between younger and elder LGBTQ+ folks—a group that is often overlooked—while honoring the decade in which Pride celebrations began, according to Cheryl Gresham, CMO of Verizon Value, a portfolio of brands that includes Visible.

“Our job is to connect people. So it started with this idea of helping communities that were struggling with human connection, and having Visible help bring them together with other people,” she said. We spoke with Gresham about the inspiration behind the campaign, how it’s expanding reach beyond its typical target market and the challenges of marketing an all-digital brand.

According to a 2022 marketing recall survey, 77 percent of consumers say they are noticing their physical surroundings more than they did before the pandemic. Moreover, 70 percent are taking notice of out-of-home ads. For marketers deploying campaign messages in the physical realm, here are three ways to approach last mile marketing to increase effectiveness.

Lastly, the results of Chief Marketer’s latest Pulse Survey are in: 48 percent of marketers surveyed said their martech budgets have increased in the last six months. But only 36 percent feel confident they have the budget to achieve their marketing goals. Check out our latest Pulse Survey infographic featuring these insights and others.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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