When connection drops, most people instinctively check
the Wi-Fi list.
At exactly that moment, frustration is highest, expectations are lowest, and users are more than open to change. So we turned Wi-Fi names all over Denmark into a new media channels, by renaming WAOO routers with hyper-local messages. Each router became a mini billboard, constantly broadcasting our message to nearby homes through the Wi-Fi feed.
CASEVIDEO
THE objective
WAOO is a Danish internet provider offering ultra-fast fiber. But while their infrastructure had expanded nationwide, public awareness hadn’t caught up. Research showed that fiber has been unavailable for so long that many consumers don’t even consider WAOO as an option, even though they’re actually in the market for a new internet provider.
tHE EXECUTION
There are thousands and thousands of WAOO routers across Denmark, and thousands more are shipped every month. Each of them broadcasts a nonsensical Wi-Fi name. That overlooked line of text became our media. By collaborating with our own customers, we used their Wi-Fi names to deliver messages to nearby non-customers.
With an online tool, we rewarded existing customers who joined the “invasion” and gave non-customers tools to vent their frustration. Routers that usually transmitted names like Airtires_3626728 now broadcast tactical awareness messages like “Neighbor, you could also get WAOO’s extremely fast internet.”
64.000 leads generated
1.802.000 usd
new lead value
60% population reached
