MOVING WIFI

Bronze Spike

Case Film

Presentation Board

TitleMOVING WIFI
ClientDTAC
Product / ServiceDTAC WIFI
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantCREATIVE JUICE\BANGKOK, THAILAND
Entrant Company CREATIVE JUICE\BANGKOK, THAILAND
Advertising Agency CREATIVE JUICE\BANGKOK, THAILAND

Results and Effectiveness

3.1 RESULT Right after the troop of moving wifi appeared to the public, thousands of pictures were taken and uploaded to facebook and instagram which have been shared by 508,199 people generated more than 5.5 million views. More than 10,000 people registered for free trial during the event which consequently lead to 400% increase in wifi package subscription comparing to the non-campaign period. And this event became the hot topic and its content was featured in various media including; • 12 TV programs • 42 newspaper and magazines • more than 100 websites and blogs

Creative Execution

2.1 MEDIA INTERPRETATION The team played with the conventional belief about wifi signal and came up with the idea of “dtac moving wifi”, the first ever wifi that its hotspot can move everywhere with its users to offer the free ‘walk and play’ experience. To create the moving wifi, we hung the wifi hotspot at the cute pets that love to walk around and friendly play with everyone with the signage that encourages people to connect with our wifi. These moving-wifi-creatures were wandering around high traffic area all over Bangkok to speak the dtac wifi message of ‘the first wifi that stable even when moving’ as well as giving free experience for anyone in a unique and more engaging way.

Insights, Strategy and the Idea

1.1 OBJECTIVE dtac, the leading mobile telecommunication company in Thailand, is the last brand to launch its wifi service. Therefore, the brand needs to create a groundbreaking experience to generate positive word-of-mouth in order to gain subscribers. 1.2 INSIGHT Everyone knows that wifi signals will be faster and more stable when user don’t move and remain close to the hotspot. 1.3 TARGET dtac existing users, who have not yet subscribed for wifi package, are the first priority while making competitors users i.e. AIS & True Move H jealous is the second priority.

Credits

Name Company Position
Promsant Jithnasilp Creative Juice\bangkok Account Supervisor
Pongsuree Asanasen Creative Juice\bangkok Account Supervisor
Nuntwarith Thairattana Creative Juice\bangkok Planner
Thirasak Tanapatanakul Creative Juice\bangkok Art Director
Pitha Udomkanjananan Creative Juice\bangkok Art Director
Prangthip Seelos Creative Juice\bangkok Executive Creative Director
Thirasak Tanapatanakul Creative Juice\bangkok Chief Creative Officer