HEALTHY WIFI

TitleHEALTHY WIFI
ClientCHINA TELECOM
Product / ServiceHEALTHY WIFI
CategoryB03. Social for Mobile
EntrantMULLENLOWE CHINA Shanghai, CHINA
Idea Creation MULLENLOWE CHINA Shanghai, CHINA

The Campaign

HEALTHY WIFI is an intuitive WIFI designed to correct posture when using smart phones. By connecting to HEALTHY WIFI, the smart phone will only work at an angle of 70 to 75 degrees perpendicular to the ground. WIFI will only be connected when the phone is at 70 to 75 degrees. Otherwise WIFI will disconnect automatically.

Creative Execution

HEALTHY WIFI was made available at Offices and Public Places such as Shopping Malls, Hotel Lobbies, Restaurants, Cafes, Subways and Train Stations across 13 cities in China.

The result within the first month is that 24.9% of users who have tried HEALTHY WIFI are continuing to use it. A reassuring fact that HEALTHY WIFI could help to correct their bad posture when using smart phones.

Bad posture when using smart phones causes neck, shoulder and back pain. According to findings from a CCTV experiment on smart phone usage, the harm of bending the neck at 45 degrees or lower is like having 2 watermelons hanging by the neck. How do we get people to develop a healthy habit of using smart phones? As people are constantly searching for WIFI, this is where we start.

Credits

Name Company Position
Eddie Wong MullenLowe China Chief Creative Officer
Marx Zhu MullenLowe China Group Creative Director
Tian Tian MullenLowe China Senior Art Director
Pencil Xu MullenLowe China Art Director
Chanchan Zheng MullenLowe China Copywriter
Joey Mok MullenLowe China Executive Producer
Berry Zhang MullenLowe China Digital Engineer
William Huen Gwantsi Director of International Department
Eric Shao Gwantsi Film Director
Hanlin Ding Gwantsi Cameraman
Vico Jiang Gwantsi Producer
Hao Wu China Telecom Marketing Manager
Qiong Li MullenLowe China Copywriter
Links
Video URL   |   Supporting Webpage