Role
Creative and Digital AOR

Assignment
2018 Product Campaign

Channel
Digital Creative and Social

Services
Strategy
Creative Concept
Creative Production
Social Amplification

Status
hum.com

The Question

How do we sell a brand new product designed for a consumer who doesn’t even realize they need it?

In its newest campaign for Hum by Verizon, Rokkan comically engages the viewer’s inner road warrior. Using relatable problems that everyday drivers might encounter – and a healthy dose of lighthearted humor – Rokkan highlights the ease and simplicity of Hum’s features ultimately demonstrating that when you have Hum, you’ve done all you can to prepare for the unexpected on the road.

Nine newly created mini-episodes feature a cast of recurring characters living in the same idyllic world covering a wide range of scenarios in which Hum can help, including strange fluid leaks, flat tires, locating your family members on the road and getting help in the event of an accident caused by an impulsive squirrel.

The campaign is part of the brand’s mission to take the guesswork out of driving so you can spend time with your family, not your mechanic. The spots will be rolled out online and via social media.

The longer form video was then repurposed into a range of assets, from :30 spots to social content, site content, and more, in order to drive users to learn more about Hum.