The wait.

As Tom Petty once sang, “The waiting is the hardest part.” This couldn’t be truer for businesses trying to quickly expand and open new locations. There’s, of course, the obvious hold ups—permits, hiring, build outs—but one of the things that often stops up “biz as usual” is connectivity. And any business worth its salt requires a specific kind of high-speed bandwidth—the kind supported by new fiber that can take months, if not more, to make it to data-hungry locations.

The solution.

Verizon and Cisco have a product that breaks down those wait times from months to minutes with a wireless 5G product. It shows up at a doorstep and launches a business to the online stratosphere instantly. Realizing that one of the strongest value props was time to market, the team started cracking on the story—comparing a successful launch of a branch office to that of a space launch. All the excitement, with all the right experts to make it happen. For space, this is NASA. For businesses, this is Verizon and Cisco.

To help tell the story across the campaign, all the usual suspects were lined up. Nurture stream emails? Go. Paid social? Go. YouTube pre-roll? Go. All leading to a robust landing page to help complete the story with an appropriately themed anthem video, which landed the shuttle safely.