Verizon - myPlan Launch

Verizon’s launch of myPlan marked the first time ever that a wireless carrier gave its customers full control over customizing their phone plan to align with their lifestyle and budget. This was a new concept for phone customers, and required education to demonstrate the benefits and value proposition of such a plan. To bring myPlan to life, we enlisted a select group of relatable yet aspirational content creators to show how myPlan works for them. With vastly different interests and lifestyles, we were able to show how flexible myPlan is, and how each person’s plan differs from the next. The creative was developed in record turnaround time and produced at a fraction of the cost of a typical TV commercial, yet drew 2x engagement by tapping into each personality’s existing fanbase and showcasing authentic stories.