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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

HEALTHY WIFI is a clearly identifiable consumer activation delivered through mobile. It is a breakthrough innovation that allowed China Telecom to interact with their customers in a new way. HEALTHY WIFI clearly demonstrates breakthrough innovation at the core of the brand. It's a 'groundbreaking' activation that helps propel the brand forward via strong interaction.

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.