3 DM THE WIFI-AD by MRM Stockholm

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Industry Mobile Communications
Media Direct marketing
Market Sweden
Agency MRM Stockholm
Executive Creative Director Johan Blomström
Art Director Christian Soderholm
Copywriter Fredrik Sundqvist
Released November 2012

Credits & Description

Advertiser: 3
Category: Mobile Marketing
Advertising campaign: THE WIFI-AD
Developer: Alonso Diaz (MRM Stockholm)
Executive Creative Director: Johan Blomstrom (MRM Stockholm)
Art Director: Christian Soderholm (MRM Stockholm)
Account Director: Markus Thiel (MRM Stockholm)
Copywriter: Fredrik Sundqvist (MRM Stockholm)
Technical Director: Marcus Mackie Johansson (MRM Stockholm)

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 and 3 as an innovative and technology driven company, around the world.

Today, almost everyone in Sweden uses portable devices. With an increasing need for fast internet most of them are constantly in search of WiFi. We decided to help them at Stockholm Central Station, where a lot of people are using their smartphones, tablets and computers waiting for connections. 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 automatically redirected to a web page where the local 3 Store asked; How about getting your own WiFi? Including directions to the 3 Store.

The first real WiFi-Ad. Not only did we create a message that reached people at just the right time. The ad was so relevant and engaging to people that they began to spread it. And although others have used WiFi as a medium, no one has used it like this. By creating a 'captive portal' that automatically directed people to a landing page we went beyond just giving the network a funny name.

Client Brief Or Objective
The Swedish mobile operator 3 wanted to draw attention to their portable WiFi router – Pocket WiFi. And maintain their position as a innovative and technology driven operator on the Swedish market. The target audience was anyone in Sweden who needs WiFi when they are on the move. Since the target audience was basically everyone in Sweden, and we did not have the opportunity to do national TV, our strategy was to create a small campaign that would show the product in such a relevant and unexpected way that it would make people spread the idea to others.