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Rain Wi-Fi

Rain Wi-Fi | Tele2 | Geometry Global
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basics
Industry: Professional & Public services
Media:Cyber
Market:Russia
Style: Minimalism
descriptioncnen
Synopsis
In 2017 mobile operator Tele2 challenged its agency with a problem: heavy mobile internet users, the key source of business growth, did not perceive Tele2 as an attractive and suitable for them service provider. The solution to this problem was two-fold: first, there was a need to convince this demanding audience that Tele2 offers high quality connection, and second, operator’s image needed a significant uplift. Historically, the most critical situation with negative brand perception was in St. Petersburg – Russia's second-largest city. Tele2 positions itself as the only operator who puts its subscribers first and develops high quality products and services, which help people to overcome imposed restrictions and limiting rules. To bring this positioning to life Tele2 decided to create a unique experience, which allowed residents of St. Petersburg to solve day-to-day Wi-Fi connectivity issues in the city, so they feel positive changes in their lives.
Strategy
The campaign was targeted at urban residents of St. Petersburg who actively use mobile internet (chatting, watching content, playing games etc). After extensive investigation Tele2 found both local insights and challenges, important for these residents: - Many of its historical buildings feature narrow well-like courtyards. They are rather dense and uncomfortable with absolutely no 4G-connection. - And this city is also very wet. Raining for 200 days on average per year. When constantly running to hide from the rain in these ancient courtyards, people are mostly unable to use internet connection for an extended time. Tele2 decided to turn these two negatives into a solution based idea and engaged with the audience through a technological innovation: Rain-powered 4G-routers were installed across St. Petersburg delivering free 4G, from Tele2, in the places where other mobile operators didn’t work at all.
Relevancy
Telecom operator Tele2 decided to prove their technological expertise, innovation and superior quality of connection via useful and relevant experience for the target audience. Instead of using ATL communication, Tele2 had chosen interactive mechanics that encouraged the audience to test operator’s 4G connection in real life in the locations where other operators failed to provide quality signal sufficient for good internet connection. To do that Tele2 invented and launched an interactive technological ambient concept – Rain Wi-Fi – that helped people facing problems with internet connection on their phones to enjoy free 4G access from Tele2.
Outcome
Tele2 project gathered extraordinary results: Rain Wi-Fi attracted attention of the target audience and stimulated conversations online and offline – over 139 000 000 media impressions generated, over 130 000 people connected to rain-powered 4G-routers across the city. Moreover, 40% of those aware of the activation pointed out the positive impact of the project for the city of St Petersburg. But it’s not all. Microsoft became a partner of the initiative and powered Rain Wi-Fi routers with Microsoft Azure technology, that helps to analyze data and controls the network of gadgets. Due to Tele2’s useful technological service, St. Petersburg residents have had truly emotional and positive brand experience that has changed their perception of Tele2. Tele2’s image attribute “innovative and technological brand” has grown 2 times and the operator has achieved its main objective – to become an attractive operator for heavy mobile internet users.
Execution
To create a truly immersive experience and a long-term interaction with the brand, Tele2 supported the launch of technological ambient devices with a digital campaign. Through SMM and online media publications we invited people to visit online promo page at rainwifi.ru to vote for locations where Rain Wi-Fi is needed the most. To date, a number of rain-powered 4G-routers have been installed across St.Petersburg and heavy mobile internet users not only get free 4G connection, but also get access to content provided by partners. During the campaign rain-powered router has worked for 534 rainy hrs and delivered 20,5 TB of free internet including: 16000 hrs of documentaries (National Geographic), 15800 hrs of educations (WWF) and 3,6m articles (Psychologies). The campaign has got coverage across 53 SM public pages, 105 publications, 2 TV broadcasts. First phase happened from November to December 2017, the second phase – from April to June 2018.
CampaignDescription
Tele2 introduced The Rain Wi-Fi project - the world's first rain-powered 4G-router that turns restrictive weather conditions into free Internet for people who get caught in a rain. A team of engineers presented an intelligent design solution – a 4G-generator. Technological innovation allows rainwater to generate electricity without losing any energy in process. The system works in four simple steps: The device is installed into a drainpipe, then the rain flow activates a turbine, which generates electricity and the 4G-router delivers Wi-Fi.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Use of Mobile & Devices
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