The Swedish mobile operator 3 wanted to draw attention to their "Pocket WiFi", a portable WiFi router, and maintain their position as a innovative operator. The target audience: Anyone in Sweden who needs WiFi when on the go. We weren't able to do national TV, so our strategy was to create a digital ad so relevant, and yet so unexpected, that people wanted to share it.

Launch the campaign
Published
June 2013
Topics

The Story

The Swedish mobile operator 3 wanted to draw attention to their "Pocket WiFi", a portable WiFi router, and maintain their position as a innovative operator. The target audience: Anyone in Sweden who needs WiFi when on the go. We weren't able to do national TV, so our strategy was to create a digital ad so relevant, and yet so unexpected, that people wanted to share it.

With an increasing need for fast internet, people are constantly in search of WiFi. We set up a hotspot in Stockholm Central Station and made it public. Then we named it ”Looking for WiFi?”. When people connected to the network, they were automatically redirected to a web page where the local 3 Store asked: How about getting your own WiFi? Although others have used WiFi as a medium, no one has ever used it like this.

The Technology

The Results

Not only did The WiFi-Ad access a free medium, the message reached the target audience just as they were looking for WiFi and only steps away from the store offering the solution. In one week, the campaign reached over 250,000 impressions on Twitter, and newspapers, blogs and forums began to spread the idea. Alongside the Swedish media, the campaign reached international buzz and spread both information about Pocket WiFi. It also positioned 3 as an innovative and technology driven company around the world.

250K

impressions on Twitter

1

unexpected use of media

Launch Date Jan. 1, 2013