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3: The WiFi-Ad

When the Swedish mobile operator 3 wanted to promote their "Pocket WiFi", a portable WiFi router, we used an unexpected media channel – WiFi. Today, when almost everyone uses portable devices, a lot of people are also looking for free internet access. We 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 we did: First, we set up a WiFi hotspot and made it public. Then we 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.

Advertising Agency: MRM Stockholm, Stockholm, Sweden
Creative Director: Johan Blomstrom
Art Director: Christian Soderholm
Copywriter: Fredrik Sundqvist
Account Director: Markus Thiel
Technical Director: Marcus Mackie Johansson
Developer: Alonso Diaz
Published: December 2012

4 comments

kleenex's picture
kleenex
33031 pencils

Well how many people bought some wi-fi..

Klara K.'s picture
Klara K.
2695 pencils

Something doesn't feel right. It's too intrusive and too invading personal space.

SilnyT's picture
SilnyT
2 pencils

I think ad-supported free public WiFi like https://www.socifi.com will be always better. Why bought some device?

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