Title | MOVING WIFI |
Brand | DTAC |
Product / Service | DTAC WIFI |
Category | A06. Best Use of Special Events And Stunt/Live Advertising |
Entrant | CREATIVE JUICE\BANGKOK, THAILAND |
Entrant Company | CREATIVE JUICE\BANGKOK, THAILAND |
Advertising Agency | CREATIVE JUICE\BANGKOK, THAILAND |
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 |
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
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.
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.