The WiFi-Ad
3 Pocket WiFi
Issue 27 | July 2013
Agency
MRM Stockholm
Creative Team
Art Director: Christian Soderholm Copywriter: Fredrik Sundqvist Executive Creative Director: Johan Blomstrom Account Director: Markus Thiel Technical Director: Marcus Mackie Johansson Developer: Alonso Diaz
Date
December 2012
Background
When the Swedish mobile operator 3 wanted to promote their "Pocket WiFi", a portable WiFi router, they used an unexpected media channel – WiFi.
Idea
Today, when almost everyone uses portable devices, a lot of people are also looking for free internet access. They decided to help them at Stockholm Central Station. While waiting for departures and delayed connections a lot of people are using their smartphones, tablets and computers. This is what they did: First, they set up a WiFi hotspot and made it public. Then they named it ”Looking for WiFi?”. When people connected to the network they were redirected to a web page where the local 3 Store asked if it was not about time getting your own WiFi. The message included product information and directions to the 3 Store. Not only did The WiFi-Ad access a free media. The message reached the target audience just as they were looking for WiFi. Only steps away from the store offering the solution. Casefilm on Youtube: http://www.youtube.com/watch?v=zp_9_AbPiuQ