In order to solve this communication puzzle, we have decided to create a communication campaign that will translate intangible speed data into tangible visualization that will also provoke emotions. We created a “4G Wind Generator” which simply translates the 4G speed directly into wind speed. Furthermore, a high-speed camera captures the distorted facial expression from the wind generator and is converted into a compelling visual content which not only explain the speed of the network but also allow consumers to tangibly feel and visualized what speed truly means.

The source of the data is generated for users’ devices. This is obtained from a simple mobile speed test application that is popular for Thai mobile users. Once the user competes for the fastest speed, the loser will have to undergo the “4G Wind Generator” where at this point the speed data from users’ devices is directly converted into wind speed by the machine. We know how powerful the data is however, in the format of numbers it may be hard for consumers to understand. Thus by converting the data’s speed into the wind speed, the facial expression of the people generated by the machine is able to visually capture and explain how powerful the data is. The audience can effectively visualize speed and can understand what the Telecommunication brands offer.

As a result, this idea and understanding of 4G reached all throughout Thailand with more than 10 million views, thousands of organic shares and 60 million impressions. More importantly, the community of Thailand truly felt the speed of the Internet.