The popularity of content marketing moves incredibly fast. Just a decade ago, most of us had never heard of it, and its one of the top priorities for marketers . But the mobile market still lags behind as companies often pitching to consumers by focusing on tariffs instead of entertaining them and strengthening brand image. The result: boredom and information overload.

So we wanted to take a more modern, fresh approach to content marketing. Instead of pushing the product, we created a tongue-in-cheek campaign that was actually relevant to holidays - a world of Wi-Fi Dogs.

“José´s Wi-Fi Dogs” tells the story of José and his Internet hunting dogs. Our main character, José, is a warm-hearted rascal. After years in the tourist industry, he realized that vacationers spent more time looking for Wi-Fi than sitting at the beach. Ever the entrepreneur, he thought he could use dogs to track down free Wi-Fi.

The film was inspired by a true human observation – our collective obsession with accessing Internet abroad. So instead of an over-the-top parody or a caricature, we needed the world of Wi-Fi Dogs to feel naturally bizarre. We wanted people to ask themselves: is this real? Is this guy really renting Internet sniffing dogs to tourists?

That´s why we chose to write and shoot the film as a documentary, introducing Deutsche Telekom´s Summer Pass as the “moral” of the story.

The main viral was followed with 4 mini mockumentaries where fans met the incredible canines - and their owners. We even offered a tutorial on how to train a Wi-Fi Dog and revealed Jose’s wife’s darkest secret.

Every video was supported with video annotations, GIFS and banners that led viewers to José’s website. But when they tried to book their own dog, they were redirected to Telekom’s Summer Pass page.

In the end, Wi-Fi Dog’s was so successful – it even needed its own jingle.

The campaign launched with “José´s Wi-Fi Dogs,” a mockumentary about Internet sniffing canines rented out to tourists in need. Social media posts led to the YouTube video and four further virals, exploring the world of Wi-Fi Dogs further. We showed Wi-Fi hunts, met José´s favorite puppy and disillusioned wife, and even gave training tips for fans and their dogs.

Thanks to annotations, all our content led to the Wi-Fi Dog’s website which surprisingly didn’t work and redirected to the local product page. Tumblr with José´s funniest phrases and the first music video dedicated to the lack of Internet during holidays completed the campaign’s world.

People fell in the love with Wi-Fi Dogs. The campaign was no. 1 in Germany´s Viral chart and Deutsche Telekom´s Summer Pass increased its sales by 19% and its revenue by 28%.

“José´s Wi-Fi Dogs” tells the story of a man that supposedly invented the business of the century: Internet sniffing dogs that help tourists find Wi-Fi on holiday.

Five online mockumentaries helped to create an entire world of Wi-Fi Dogs. We met the owner, a loveable rascal named José, his sidekick, Santiago, and his favourite canine, Rosita. We gave a Wi-Fi Dog training tutorial filled with bizarre techniques and even revealed Jose’s wife’s darkest secret.

The films poke fun at the tics of our time where we do the craziest things for having internet abroad. Always revealing the real answer on our needs:

Telekom’s Travel & Surf Summer Passes.