Tele2 Film, Ambient, DM, Case study Rain Wi-Fi by Geometry Global Moscow

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Rain Wi-Fi

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Industry Mobile Communications
Media Film, Ambient, Direct marketing, Case study
Market Russia
Agency Geometry Global Moscow
Executive Creative Director Oleg Tumanov
Art Director Oleg Sergeev
Copywriter Elena Solovieva
Released June 2018

Awards

Lions Communication 2018
Outdoor Lions Innovation > Technology Silver Lion
Mobile Lions Innovative use of Technology Bronze Lion

Credits & Description

Brand: Tele2
Creative Agency: Geometry Russia
Executive Creative Director: Oleg Tumanov
Art Director: Oleg Sergeev
Copywriter: Elena Solovieva
Head of Art: Anastasia Tumanova
3D Designer: Vladimir Blagiy
3D Designer: Nikolay Popov
Art Director: Dave Gold
Head of Strategy & Planning: Olga Belyaeva
Planning Director: Olga Kazmina
Account Director: Alexey Kostenko
Account Manager: Tatyana Simakova
Account Executive: Maria Shestaeva
Traffic Manager: Larisa Vasilyeva
Junior Producer: Anna Guseva
Chief Executive Officer: Maria Kovaleva
Chief Creative Officer EMEA: Howard Smiedt
Partners: BC Communications; Maria Shakhova PR Agency; Studio 2.35
Published: June 2018
Synopsis:
Russian mobile operator Tele2 challenged its agency, Geometry Russia, with a problem – heavy mobile internet users did not perceive Tele2 as a suitable provider. Adding to that, St. Petersburg, Russia's second biggest city, had the largest negative brand perception. To elevate its perception, Geometry Russia set to help Tele2 create a unique experience which allowed St. Petersburg residents to solve the city’s connectivity issues.
St. Petersburg has many historical buildings that feature narrow well-like courtyards, with absolutely no mobile or wifi connectivity. It also rains 200 days on average per year. When constantly running to hide from the rain in these ancient courtyards, St. Petersburg residents are mostly unable to use their mobile phones successfully.
Tele2 decided to turn these two negatives into a solution. 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. This new innovation allows rainwater to generate electricity without losing any energy in process. The system works in four simple steps: the device is installed into any drainpipe, then the rain flow activates a turbine, which generates electricity and the 4G-router delivers Wi-Fi to the immediate area.
The launch of the Rain Wi-Fi project was supported by a digital campaign, inviting city residents to visit rainwifi.ru to vote for locations where the wifi was needed most. With a flurry of votes that came in, rain-powered 4G-routers were installed across St. Petersburg delivering free 4G in the places where other mobile operators didn’t work at all.
To date, a number of rain-powered 4G-routers have been installed – and will continue to be installed – across St. Petersburg and mobile internet users not only get free 4G connection, but also access to exclusive content provided by partners – National Geographic, WWF and Psychologies.
Implementation
The audience was invited to experience the brand in-the-field in a new technological way: we invented the unique device – Rain Wi-Fi – the world's first rain-powered 4G-router that turns rain into free Internet. Those devices were installed across the city in selected locations.

A team of engineers created an intelligent design solution – 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. To date,

a number of rain-powered 4G-routers have been installed across St Petersburg where its residents not only can benefit from high quality Wi-Fi connection, but also access exclusive content provided by exciting partners – The National Geographic channel, Psychologies and WWF.

Entry Summary
The campaign was targeted at urban residents of St. Petersburg who actively use mobile internet (chatting, watching content, playing games etc). An extensive investigation helped Tele2 to find local insights, painful for the audience:

- Many of historical buildings in the city form narrow well-like courtyards. They are rather dense and uncomfortable with absolutely no 4G-connection.

- This city is also very wet: 200 rainy 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. Acknowledging the fact that the target audience simply can’t live without mobile internet, Tele2 installed rain-powered 4G-routers in courtyards across St. Petersburg, in the places where other mobile operators didn’t work at all. To support the campaign Tele2 launched promo page rainwifi.ru and invited city residents to vote for city locations where they believed they needed Rain Wi-Fi the most.

Brief Explanation
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 standard ATL communication, Tele2 had created an interactive ambient 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.