Wi-Fi Wishes: A Performance Campaign Inspired by Generosity

Twist Broadband needed more than marketing - they needed proof of life. As a start up internet service provider breaking into the Bay Area, the brand was facing the usual uphill battle: low awareness, a crowded market, and limited budget. Every dollar had to work twice as hard - once to connect emotionally, and again to convert.

That’s where Wi-Fi Wishes came in.

At first glance, it looked like a feel-good brand act. But make no mistake - this was a strategic, performance-driven campaign inspired by goodwill. We needed something that could live beyond a single moment, deliver measurable results, and show the community what Twist stood for.

So, we set out to create a story worth watching - and sharing.

We found a San Jose family of avid internet users and surprised them with free whole-home Wi-Fi and a suite of tech gifts to elevate their experience. A beloved local radio personality joined the fun, contributing presents and helping us tell the story. While the family spent the day out, we transformed their home, captured every moment on film, and built a contest to drive users to the Twist site (where one lucky visitor could win a new TV).

And it worked.

• Website visits and orders spiked when the video launched.
  
• Revenue jumped, and brand awareness saw a noticeable lift.
  
• The Twist Broadband CEO lit up watching the final cut - we all took screenshots of his face during the preview.
  
• Most meaningfully, we laid the groundwork for an impact platform that could scale: Wi-Fi for schools, parks, housing projects. There’s a path forward now.
  

Of course, getting there wasn’t easy.

We pitched a lot of versions before landing on the right one. We fought through budget hesitations, creative alignment, and the inevitable legal hurdles. There were days it felt like it wouldn’t happen.

But we believed in the idea - and the outcome.

A couple of weeks ago, our team gathered at the Richmond Ad Club Awards to celebrate the work. I’d just come off a few heavy weeks with family, so being with my people - wearing my favourite tiger dress, laughing with agency friends, and watching our work get recognised - meant more than usual.

We make a lot of things in this business. But when do we get to make something that’s generous, effective, and true to the brand? That’s the good stuff.

Goodwill is powerful - but only when it’s real, resonant, and strategically aligned. Wi-Fi Wishes wasn’t just a brand act that earned applause. It earned results. And that’s worth fighting for.