To celebrate the release of Disney’s new holiday movie Wish, we were tasked with creating a holistic Q4 marketing campaign that demonstrated our partnership, proved the power of the Verizon network, and built brand love. We knew we wanted to make the holidays a magical experience for all children. But we knew that the holidays were far from magical for those less fortunate.

For decades, Disney movies have taught us, that if you wish upon a star, your dreams will come true. But because of the economy, in 2023, 1 in 5 children’s holiday wishes were not going to come true. And donations to the Toys for Tots charity were at record lows. Which meant that even more children’s wishes would go unanswered. So Verizon partnered with Disney to give people everywhere, the power to make those wishes come true. Introducing Wish on a Star. We created an AR experience to turn real wishes, from real kids, into real stars. People could tap them and donate to Toys for Tots. Making the holidays brighter, for thousands of families.

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Verizon wanted to partner with Disney Wish and use the magic of Disney and the power of the network and technology to create an experience that would make a difference in children’s lives this holiday. Our target audience were adults 18-45, household decision makers with children under 18.

The campaign kicked off right before the holidays, on 11/13/23, and ran for a full 2 months, throughout the holiday season. Promoted on national broadcast with integrations and TV spots on Good Morning America and Monday Night Football, ad placements in movie theaters, digital media, mobile, at verizon retail stores, OOH, and on social media with targeted influencer campaigns.

200K+ engagements, $200K+ in donations, 100M+ impressions, +61% media traffic visit vs. projection, +43% ad recall, +29% ad love, 190K in earned social media value

We built brand favorability in the marketplace by demonstrating how the network is more than just a service. It is a network that moves the world forward. One that cares about families nationwide. Our national and local media approach allowed us to build our brand on a national and local level. And by partnering with Toys for Tots, users were able to give back to children in their local communities. Participants felt a deeper connection to their local communities, and our human-first strategy created a new found belief that the brand cares for them and their families.