The Campaign

dtac, the leading mobile telecommunications company in Thailand, is the last brand to launch its wifi service making the brand needs to create a groundbreaking wifi experience to draw public’s attention and generate positive word-of-mouth in order to gain subscribers. With this objective, the team came up with the idea ‘dtac moving wifi’, the first ever wifi that you can ‘surf while you walk’ as its hotspot can move everywhere with the users, breaking the conventional belief that wifi signal is faster and more stable when users don’t move and remain close to the fixed hotspot. The idea translated into the event with troop of cute pets wearing the wifi collar wandered around high traffic area in Bangkok to draw public attention and encourage people to get free trial connection. The event immediately became the hot topic in social network as thousands pictures were taken and uploaded by passerby to their facebook and instagram which have been shared by 508,199 people generated more than 5.5 million views in a few hours. While more than 10,000 people registered for free trial which consequently lead to 400% increase in package subscription comparing to the non-campaign period.

The Brief

The brand needs to create a new experience to draw public’s attention and generate positive word-of-mouth and finally gain package subscription. And the priority target is dtac existing users who have not yet subscribe for wifi package while the competitor users become the secondary.

Results

This event stunned the public awareness and thousands of people registered to get free trial connection. It became the hot topic in various media including TV programs, newspapers, magazines as well as popular websites. People who fell in love with this cute moving wifi hotspot also helped amplified this event by taking countless photos and uploaded to their facebook and instagram. And the number of subscribers has been increased ever since.

Execution

First, we created the wifi hotspot collar that let cute pets that love to walk around and friendly play with everyone wear it with the signage that encourages people to get free connection with our wifi. These troop of moving-wifi-creatures wandered around high traffic area in Bangkok during the event day to speak the dtac wifi message of ‘the first wifi that’s stable even when moving’ while offering free experience for interested passerby in a unique and more engaging way.

The Situation

Though being the leading mobile telecommunications company in Thailand, dtac is the last brand to launch its wifi service. Moreover, wifi is not something new. It has long been in the market until become the ordinary way to go online.

The Strategy

The team planned to make the unexciting wifi become new news once again to draw people’s attention and make them re-think about their previous wifi experience. To do this, we played with the conventional belief that wifi is about fixed location which its signal will be at best only when users don’t move and remain close to the hotspot and coming up with the idea of “dtac moving wifi” the event with the first ever wifi that you can ‘surf while you walk’ as its hotspot can move everywhere with the users.