The campaign was designed to bring immediate results. A year after the launch of OTE MyWiFi (an application that lets you have free internet access at millions of hotspots worldwide just by sharing a bit of your home WiFi), OTE wanted to boost application downloads and usage of the service. Days after the launch of the campaign, our client saw a 1,646% increase of application downloads, making the OTE My WiFi application No1 in the Greek App store.

Instead of a campaign we created a guerrilla movement fighting for everyone’s right to free WiFi. To properly support it and make it believable, we used the “media space” of an actual movement: public places and the Internet. We placed stickers and graffiti signs all over the city, we created a “wifipendenceday.org” blog and gave the movement presence on the social media. Then, we “leaked” a video showing its members breaking into the country’s biggest telecommunications company, which quickly hit the news. Having gained attention, the second phase burst on all media, revealing that behind the movement was OTE.

The impact of the campaign on the service was unprecedented:

266% increase in demand*

160% increase in usage*

1646% increase in application downloads*

No1 application in the Greek App Store in the days following the launch of the campaign*

70% of consumers felt more positive toward OTE**

60% of the competitors’ clients are now considering changing to OTE**

The campaign scored 10% above the likeness benchmark**

In addition to boosting service registrations and usage, the communication also created virality and immediate buzz for the brand.

*Data provided by OTE

** Post Evaluation Research results by MRB (Dec. 2014)