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雨Wi-Fi
案例简介：概要 在2017，移动运营商Tele2向其代理机构提出了一个问题: 大量的移动互联网用户是业务增长的主要来源，但他们并不认为Tele2是一个有吸引力且适合他们的服务提供商。这个问题的解决方案有两个方面: 首先，需要让这些苛刻的观众相信Tele2提供高质量的连接，其次，运营商的形象需要显著提升。从历史上看，负面品牌认知最严重的情况是在圣彼得堡-俄罗斯第二大城市。Tele2将自己定位为唯一将订户放在首位并开发高质量产品和服务的运营商，这有助于人们克服强加的限制和限制规则。为了将这一定位变为现实，Tele2决定创造一种独特的体验，使圣彼得堡的居民能够解决城市中的日常Wi-Fi连接问题，使他们感受到生活中的积极变化。 战略 该活动针对的是积极使用移动互联网 (聊天，观看内容，玩游戏等) 的圣彼得堡城市居民。经过广泛的调查，Tele2发现了当地的见解和挑战，这对这些居民很重要:-许多历史建筑都有狭窄的井式庭院。他们是相当密集和不舒服的绝对没有4g连接。-这个城市也很潮湿.平均每年下雨200天。当在这些古老的庭院中不断奔跑躲避雨水时，人们大多无法长时间使用互联网连接。Tele2决定将这两个负面因素转变为基于解决方案的想法，并通过技术创新与观众互动: 在圣彼得堡各地安装了Rain供电的4g路由器，从Tele2提供免费的4g，而其他移动运营商根本没有工作。 相关性 电信运营商Tele2决定通过为目标受众提供有用和相关的经验来证明其技术专长，创新和卓越的连接质量。Tele2没有使用ATL通信，而是选择了互动机制，鼓励观众在现实生活中测试运营商的4g连接，而其他运营商未能提供足以保证良好互联网连接的高质量信号。为此，Tele2发明了并推出了一种交互式技术环境概念-Rain Wi-Fi-帮助面临手机互联网连接问题的人们享受Tele2的免费4g接入。 结果 Tele2项目取得了非凡的成果: Rain Wi-Fi吸引了目标受众的注意力，并激发了在线和离线对话-产生了超过139 000 000个媒体印象，超过130 000人连接到整个城市的rain供电的4g路由器。此外，40% 意识到激活的人指出了该项目对圣彼得堡市的积极影响。但这还不是全部。微软成为该计划的合作伙伴，并使用Microsoft Azure技术为Rain Wi-Fi路由器提供动力，该技术有助于分析数据并控制小工具网络。由于Tele2有用的技术服务，圣彼得堡居民拥有真正的情感和积极的品牌体验，改变了他们对Tele2的看法。Tele2的形象属性 “创新和技术品牌” 增长了2倍，运营商实现了其主要目标-成为重度移动互联网用户的有吸引力的运营商。 执行 为了创造真正的身临其境的体验并与品牌进行长期互动，Tele2通过数字活动支持技术环境设备的推出。通过SMM和在线媒体出版物，我们邀请人们访问rainwifi.ru的在线促销页面，以投票选出最需要Rain Wi-Fi的位置。迄今为止，圣彼得堡已经安装了许多rain供电的4g路由器，重度移动互联网用户不仅可以获得免费的4g连接，还可以访问合作伙伴提供的内容。在竞选期间，rain-powered router工作了534个雨天，并提供了20，5 TB的免费互联网，包括: 16000小时的纪录片 (国家地理)，15800小时的教育 (WWF) 和3,6m文章 (心理学)。该活动已覆盖53个SM公共页面，105个出版物，2个电视广播。第一阶段发生从11月到2017年12月，第二阶段-从4月到2018年6月。 CampaignDescription Tele2推出了Rain Wi-Fi项目，这是世界上第一个由雨水驱动的4g路由器，可以将限制性的天气条件变成免费的互联网，供被雨淋的人使用。一组工程师提出了一种智能设计解决方案-4g发电机。技术创新使雨水在发电过程中不会损失任何能量。该系统分为四个简单的步骤: 将设备安装到排水管中，然后雨水流激活turbine发电，4g路由器提供Wi-Fi。
雨Wi-Fi
案例简介：Synopsis In 2017 mobile operator Tele2 challenged its agency with a problem: heavy mobile internet users, the key source of business growth, did not perceive Tele2 as an attractive and suitable for them service provider. The solution to this problem was two-fold: first, there was a need to convince this demanding audience that Tele2 offers high quality connection, and second, operator’s image needed a significant uplift. Historically, the most critical situation with negative brand perception was in St. Petersburg – Russia's second-largest city. Tele2 positions itself as the only operator who puts its subscribers first and develops high quality products and services, which help people to overcome imposed restrictions and limiting rules. To bring this positioning to life Tele2 decided to create a unique experience, which allowed residents of St. Petersburg to solve day-to-day Wi-Fi connectivity issues in the city, so they feel positive changes in their lives. Strategy The campaign was targeted at urban residents of St. Petersburg who actively use mobile internet (chatting, watching content, playing games etc). After extensive investigation Tele2 found both local insights and challenges, important for these residents: - Many of its historical buildings feature narrow well-like courtyards. They are rather dense and uncomfortable with absolutely no 4G-connection. - And this city is also very wet. Raining for 200 days on average per year. When constantly running to hide from the rain in these ancient courtyards, people are mostly unable to use internet connection for an extended time. Tele2 decided to turn these two negatives into a solution based idea and engaged with the audience through a technological innovation: Rain-powered 4G-routers were installed across St. Petersburg delivering free 4G, from Tele2, in the places where other mobile operators didn’t work at all. Relevancy Telecom operator Tele2 decided to prove their technological expertise, innovation and superior quality of connection via useful and relevant experience for the target audience. Instead of using ATL communication, Tele2 had chosen interactive mechanics that encouraged the audience to test operator’s 4G connection in real life in the locations where other operators failed to provide quality signal sufficient for good internet connection. To do that Tele2 invented and launched an interactive technological ambient concept – Rain Wi-Fi – that helped people facing problems with internet connection on their phones to enjoy free 4G access from Tele2. Outcome Tele2 project gathered extraordinary results: Rain Wi-Fi attracted attention of the target audience and stimulated conversations online and offline – over 139 000 000 media impressions generated, over 130 000 people connected to rain-powered 4G-routers across the city. Moreover, 40% of those aware of the activation pointed out the positive impact of the project for the city of St Petersburg. But it’s not all. Microsoft became a partner of the initiative and powered Rain Wi-Fi routers with Microsoft Azure technology, that helps to analyze data and controls the network of gadgets. Due to Tele2’s useful technological service, St. Petersburg residents have had truly emotional and positive brand experience that has changed their perception of Tele2. Tele2’s image attribute “innovative and technological brand” has grown 2 times and the operator has achieved its main objective – to become an attractive operator for heavy mobile internet users. Execution To create a truly immersive experience and a long-term interaction with the brand, Tele2 supported the launch of technological ambient devices with a digital campaign. Through SMM and online media publications we invited people to visit online promo page at rainwifi.ru to vote for locations where Rain Wi-Fi is needed the most. To date, a number of rain-powered 4G-routers have been installed across St.Petersburg and heavy mobile internet users not only get free 4G connection, but also get access to content provided by partners. During the campaign rain-powered router has worked for 534 rainy hrs and delivered 20,5 TB of free internet including: 16000 hrs of documentaries (National Geographic), 15800 hrs of educations (WWF) and 3,6m articles (Psychologies). The campaign has got coverage across 53 SM public pages, 105 publications, 2 TV broadcasts. First phase happened from November to December 2017, the second phase – from April to June 2018. CampaignDescription Tele2 introduced The Rain Wi-Fi project - the world's first rain-powered 4G-router that turns restrictive weather conditions into free Internet for people who get caught in a rain. A team of engineers presented an intelligent design solution – a 4G-generator. Technological innovation allows rainwater to generate electricity without losing any energy in process. The system works in four simple steps: The device is installed into a drainpipe, then the rain flow activates a turbine, which generates electricity and the 4G-router delivers Wi-Fi.
Rain Wi-Fi
案例简介：概要 在2017，移动运营商Tele2向其代理机构提出了一个问题: 大量的移动互联网用户是业务增长的主要来源，但他们并不认为Tele2是一个有吸引力且适合他们的服务提供商。这个问题的解决方案有两个方面: 首先，需要让这些苛刻的观众相信Tele2提供高质量的连接，其次，运营商的形象需要显著提升。从历史上看，负面品牌认知最严重的情况是在圣彼得堡-俄罗斯第二大城市。Tele2将自己定位为唯一将订户放在首位并开发高质量产品和服务的运营商，这有助于人们克服强加的限制和限制规则。为了将这一定位变为现实，Tele2决定创造一种独特的体验，使圣彼得堡的居民能够解决城市中的日常Wi-Fi连接问题，使他们感受到生活中的积极变化。 战略 该活动针对的是积极使用移动互联网 (聊天，观看内容，玩游戏等) 的圣彼得堡城市居民。经过广泛的调查，Tele2发现了当地的见解和挑战，这对这些居民很重要:-许多历史建筑都有狭窄的井式庭院。他们是相当密集和不舒服的绝对没有4g连接。-这个城市也很潮湿.平均每年下雨200天。当在这些古老的庭院中不断奔跑躲避雨水时，人们大多无法长时间使用互联网连接。Tele2决定将这两个负面因素转变为基于解决方案的想法，并通过技术创新与观众互动: 在圣彼得堡各地安装了Rain供电的4g路由器，从Tele2提供免费的4g，而其他移动运营商根本没有工作。 相关性 电信运营商Tele2决定通过为目标受众提供有用和相关的经验来证明其技术专长，创新和卓越的连接质量。Tele2没有使用ATL通信，而是选择了互动机制，鼓励观众在现实生活中测试运营商的4g连接，而其他运营商未能提供足以保证良好互联网连接的高质量信号。为此，Tele2发明了并推出了一种交互式技术环境概念-Rain Wi-Fi-帮助面临手机互联网连接问题的人们享受Tele2的免费4g接入。 结果 Tele2项目取得了非凡的成果: Rain Wi-Fi吸引了目标受众的注意力，并激发了在线和离线对话-产生了超过139 000 000个媒体印象，超过130 000人连接到整个城市的rain供电的4g路由器。此外，40% 意识到激活的人指出了该项目对圣彼得堡市的积极影响。但这还不是全部。微软成为该计划的合作伙伴，并使用Microsoft Azure技术为Rain Wi-Fi路由器提供动力，该技术有助于分析数据并控制小工具网络。由于Tele2有用的技术服务，圣彼得堡居民拥有真正的情感和积极的品牌体验，改变了他们对Tele2的看法。Tele2的形象属性 “创新和技术品牌” 增长了2倍，运营商实现了其主要目标-成为重度移动互联网用户的有吸引力的运营商。 执行 为了创造真正的身临其境的体验并与品牌进行长期互动，Tele2通过数字活动支持技术环境设备的推出。通过SMM和在线媒体出版物，我们邀请人们访问rainwifi.ru的在线促销页面，以投票选出最需要Rain Wi-Fi的位置。迄今为止，圣彼得堡已经安装了许多rain供电的4g路由器，重度移动互联网用户不仅可以获得免费的4g连接，还可以访问合作伙伴提供的内容。在竞选期间，rain-powered router工作了534个雨天，并提供了20，5 TB的免费互联网，包括: 16000小时的纪录片 (国家地理)，15800小时的教育 (WWF) 和3,6m文章 (心理学)。该活动已覆盖53个SM公共页面，105个出版物，2个电视广播。第一阶段发生从11月到2017年12月，第二阶段-从4月到2018年6月。 CampaignDescription Tele2推出了Rain Wi-Fi项目，这是世界上第一个由雨水驱动的4g路由器，可以将限制性的天气条件变成免费的互联网，供被雨淋的人使用。一组工程师提出了一种智能设计解决方案-4g发电机。技术创新使雨水在发电过程中不会损失任何能量。该系统分为四个简单的步骤: 将设备安装到排水管中，然后雨水流激活turbine发电，4g路由器提供Wi-Fi。
Rain Wi-Fi
案例简介：Synopsis In 2017 mobile operator Tele2 challenged its agency with a problem: heavy mobile internet users, the key source of business growth, did not perceive Tele2 as an attractive and suitable for them service provider. The solution to this problem was two-fold: first, there was a need to convince this demanding audience that Tele2 offers high quality connection, and second, operator’s image needed a significant uplift. Historically, the most critical situation with negative brand perception was in St. Petersburg – Russia's second-largest city. Tele2 positions itself as the only operator who puts its subscribers first and develops high quality products and services, which help people to overcome imposed restrictions and limiting rules. To bring this positioning to life Tele2 decided to create a unique experience, which allowed residents of St. Petersburg to solve day-to-day Wi-Fi connectivity issues in the city, so they feel positive changes in their lives. Strategy The campaign was targeted at urban residents of St. Petersburg who actively use mobile internet (chatting, watching content, playing games etc). After extensive investigation Tele2 found both local insights and challenges, important for these residents: - Many of its historical buildings feature narrow well-like courtyards. They are rather dense and uncomfortable with absolutely no 4G-connection. - And this city is also very wet. Raining for 200 days on average per year. When constantly running to hide from the rain in these ancient courtyards, people are mostly unable to use internet connection for an extended time. Tele2 decided to turn these two negatives into a solution based idea and engaged with the audience through a technological innovation: Rain-powered 4G-routers were installed across St. Petersburg delivering free 4G, from Tele2, in the places where other mobile operators didn’t work at all. Relevancy Telecom operator Tele2 decided to prove their technological expertise, innovation and superior quality of connection via useful and relevant experience for the target audience. Instead of using ATL communication, Tele2 had chosen interactive mechanics that encouraged the audience to test operator’s 4G connection in real life in the locations where other operators failed to provide quality signal sufficient for good internet connection. To do that Tele2 invented and launched an interactive technological ambient concept – Rain Wi-Fi – that helped people facing problems with internet connection on their phones to enjoy free 4G access from Tele2. Outcome Tele2 project gathered extraordinary results: Rain Wi-Fi attracted attention of the target audience and stimulated conversations online and offline – over 139 000 000 media impressions generated, over 130 000 people connected to rain-powered 4G-routers across the city. Moreover, 40% of those aware of the activation pointed out the positive impact of the project for the city of St Petersburg. But it’s not all. Microsoft became a partner of the initiative and powered Rain Wi-Fi routers with Microsoft Azure technology, that helps to analyze data and controls the network of gadgets. Due to Tele2’s useful technological service, St. Petersburg residents have had truly emotional and positive brand experience that has changed their perception of Tele2. Tele2’s image attribute “innovative and technological brand” has grown 2 times and the operator has achieved its main objective – to become an attractive operator for heavy mobile internet users. Execution To create a truly immersive experience and a long-term interaction with the brand, Tele2 supported the launch of technological ambient devices with a digital campaign. Through SMM and online media publications we invited people to visit online promo page at rainwifi.ru to vote for locations where Rain Wi-Fi is needed the most. To date, a number of rain-powered 4G-routers have been installed across St.Petersburg and heavy mobile internet users not only get free 4G connection, but also get access to content provided by partners. During the campaign rain-powered router has worked for 534 rainy hrs and delivered 20,5 TB of free internet including: 16000 hrs of documentaries (National Geographic), 15800 hrs of educations (WWF) and 3,6m articles (Psychologies). The campaign has got coverage across 53 SM public pages, 105 publications, 2 TV broadcasts. First phase happened from November to December 2017, the second phase – from April to June 2018. CampaignDescription Tele2 introduced The Rain Wi-Fi project - the world's first rain-powered 4G-router that turns restrictive weather conditions into free Internet for people who get caught in a rain. A team of engineers presented an intelligent design solution – a 4G-generator. Technological innovation allows rainwater to generate electricity without losing any energy in process. The system works in four simple steps: The device is installed into a drainpipe, then the rain flow activates a turbine, which generates electricity and the 4G-router delivers Wi-Fi.
雨Wi-Fi
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Rain Wi-Fi
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