To promote the launch of the WiFi-Scanner, we invited 6 parents to experience the consequences of bad WiFi through their teenage gamer kids. We then installed hidden cameras in the gamers' rooms without their knowledge. Each time the gamers reached an important moment in the game, we tampered with the WiFi connection and waited for their reaction. The kids went crazy and proved to the parents just how important a stable WiFi-connection can be for gamers and for the sake of peace in the home.

The Internet provider category is low involvement. Nobody really cares as long as the internet actually works. But if the internet is down or slow all hell breaks loose. We wanted to utilize this tension to promote the app. We did this by addressing one of the occasions in which bad internet causes most grief: Gaming. First we launched The WiFi-Scanner app. An app that lets you scan your home by utilizing AR-technology and customized recommendation helping to actually improve your WiFi reception and get a better experience of the product you’ve bought. Secondly, we launched ‘The Offline Gamers’ campaign in order to cut through the clutter in this low involvement category. Thirdly, we followed-up with tactical messages pushing app-downloads and sales.

The experience was launched online and on nationwide television, where all Danes for a 6 month period were encouraged to get rid of bad WiFi through a series of campaign elements; First a herofilm showing the Offline Gamers going crazy in a WiFi prank. Then a video explaining the app and its features. Finally, influencers took the concept in their own hands and pranked their parents back proving that everyone can be affected by bad WiFi.?? On social media, the campaign sparked high engagement as the Danes at first saw how the Offline Gamers struggled to win their Fortnite matches – creating a relatable experience that was shared by fellow gamers and used as a message to their parents that bad WiFi is no joke.

The campaign delivered strong results across the three phases of awareness, engagement and action:

92% reach of the Danish population

Youtube view time: 1 min 48 sec in average (spot lenght: 2 min 23 sec)

+20% Brand preference

23% Engagement rate (+29 x Facebook benchmark)

#1 Most downloaded app in Denmark within 24 hours from #107

App downloaded 124.370 times

+200.000 scannings

+2.700.000 meters scanned

Customer satisfaction: +32%

Online orders up by 44% (compared to last year)

ROMI: 6,02