Cannes Lions

Verizon: Shop the Classics

VERIZON CREATIVE MARKETING, New York / VERIZON / 2023

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Overview

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Credits

Overview

Background

Customers don’t think of Verizon as a retail destination. Our objective: make them aware that Verizon is “the” destination for Holiday shopping. Since more and more customers are using social media to research gifts and purchase them, we created a targeted campaign that leveraged our social channels to make holiday shopping easier than ever.

Idea

We tapped into the nostalgia of classic films to change people’s state of mind around the holiday and open their minds to buying gifts at Verizon.

Strategy

To save the Holidays, Verizon created an entertaining, new way to find the best gifts: do what you normally do — watch your favorite Holiday movies.

Execution

Working with the biggest film studios, we hijacked scenes from National Lampoons: Christmas Vacation, A Charlie Brown Christmas and more to create a unique gift recommendation platform. So, by simply watching their favorite holiday movie, anyone could get the perfect Holiday gift suggestions. On social—including Instagram in-feed, Instagram Stories, as well as Twitter—we posted daily trailers for the films where scenes from the classics revealed timely gifts. For example: a scene where Rudolph's nose lit up revealed a smart lightbulb. Or, when Clark Griswold flipped out…we revealed a Galaxy Z-flip phone. Tapping on the gifts drove shoppers to Verizon.com where they could purchase them, instantly.

Outcome

We gave our customers an entertaining and stress free way to shop for the holidays, driving brand love and sales during our most important sales period. Our campaign contributed to the best Verizon Q4 Holiday performance in seven years.

Many of our posts drove interaction rates that exceeded previous benchmarks on social: a +375% increase on Instagram and a +194% increase on Facebook.

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