Berocca is a multivitamin that helps you think smarter and act faster because it helps your mental and physical performance, enabling your mind and body at the same time.

Berocca was traditionally associated to an older target, but it wanted to become more relevant to young adults. In order to accomplish our goal, we figured out that there was something that young adults loved: Wi-Fi… Whenever, wherever. They are Wi-fi hunters. Wi-Fi is just like Oxygen to them, and therefore should be universally free.

They have all tried to guess a network’s password. They've all asked someone who knows a guy who could know the Wi-Fi password. Wi-fi hunters are everywhere and knowing the password makes them feel smart.

That’s why we decided that Berocca could be that brand, empathic enough, to provide free Wi-Fi to our target, but only if they could think smarter and act faster. That’s why we created the BEROCCA WI-FI ZONES. Zones where people could get free internet access if they were able to answer a question in less than one minute. The name of the network was the question, and the password was the answer.

Partnerships with restaurants and coffee shops were made. And even some public squares, frequented by our target, became Berocca Wi-Fi zones. Free samples of Berocca were also handed out.

This target is always on the go, so mobile was the preferred media. This idea could be used by all smart devices (Smartphones, tablets, laptops, etc).

The point of the campaign was to prove that Berocca helps you think smarter and act faster and rewards you for being a Berocca mind. The password was up to our target. They needed to prove they could do it, otherwise they would need Berocca.

The campaign generated extensive W.O.M amongst our target and contributed to position Berocca as an updated multivitamin, getting closer to young adults and becoming more relevant to them.

At least 800 young adults were able to figure out the password and enjoy free Wi-Fi thanks to Berocca, and for the others who couldn't, they certainly realized they should be starting to take it, resulting in brand consideration increasing 14% among young adults.

Our target loves free Wi-Fi. They have all tried to guess a network’s password. They’ve all asked someone who knows a guy who could know the Wi-Fi password. Wi-Fi hunters are everywhere.

Knowing the password makes people feel smart. Getting free Wi-Fi means that they’re allowed a bit of Oxygen, which should be free.

The point of the campaign was to prove that Berocca helps you think smarter and act faster and rewards you for being a Berocca mind. The password was up to our target. They needed to prove they could do it, otherwise they would need Berocca.

The campaign generated extensive W.O.M amongst our target and contributed to position Berocca as an updated multivitamin, getting closer to young adults and becoming more relevant to them.

At least 800 young adults were able to figure out the password and enjoy free Wi-Fi thanks to Berocca, and for the others who couldn’t, they certainly realized they should be starting to take it, resulting in brand consideration increasing 14% among young adults.