Vonage Commercial

Vonage marketing strategy has relied upon using customer testimonials to advertise its brand. About the company: Vonage is a VOIP (voice over IP) telecommunications provider that attracts customers based on its value pricing. Since the calls are made using a high-speed internet connection Vonage is able to offer its customers at calling plans of as low as $9.99 that include Unlimited international domestic calling - quite a proposition.

Link to the commercial:
http://www.youtube.com/watch?v=_5KrmhxHxuw

I found the commercials approach to story telling to be very effective. Vonage has been very good about identifying a pain point that's consistent across all segments of the its customer base - high rates. The commercial shows consumers of different ethnicity telling their success story and how happy and pleased they are with their decision to "switch" - touting the benefits of making unlimited calls across the globe, flexibility of day/night, pricing, and call quality etc. Clearly Vonage is demonstrating itself to be the underdog in this industry.

 I also liked the idea of showing actual customers feel liberated by making the switch. I think showing the huge pile of phone bills in the background makes the desired call to action to switch more believable. It's clear that Vonage is targeting the working professional who has an urban/suburban profile, and has a need for international calling. Vonage has been very consistent in their approach to use customer testimonials as the primary way to tell the story of their brand and what it stands for - I really think that this has hit home with many immigrants in the US.