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Rain wi-fi
案例简介：概要 在 2017 年，移动运营商 Tele2 向其代理提出了一个问题: 作为业务增长的主要来源，大量移动互联网用户并不认为 Tele2 是一个有吸引力和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，需要让这些要求苛刻的观众相信 Tele2 提供高质量的连接，其次，运营商的形象需要显著提升。历史上，品牌感知负面的最关键的情况是俄罗斯第二大城市圣彼得堡。Tele2 将自己定位为唯一将用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。为了将这种定位带到生活中，Tele2 决定创造一种独特的体验，让圣彼得堡的居民能够解决城市中的日常 wi-fi 连接问题, 所以他们觉得自己的生活发生了积极的变化。 战略 该运动的目标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。一项广泛的调查帮助 Tele2 找到了当地的见解，这让观众很痛苦: 城市中的许多历史建筑形成了狭窄的类似庭院。他们相当密集，不舒服，绝对没有 4g 连接。-这个城市也很潮湿: 每年平均有 200 个雨天。当人们在这些古老的庭院里不停地奔跑躲避雨水时，他们大多无法使用互联网连接。Tele2 承认目标受众根本离不开移动互联网，因此在圣彼得堡的庭院里安装了雨水驱动的 4g 路由器，在其他移动运营商根本不工作的地方。 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，并刺激了在线和离线对话 -- 产生了超过 139 000 000 个媒体印象, 超过 130 人连接到全城雨水供电的 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。但这不是全部。微软成为该计划的合作伙伴，并使用微软 Azure 技术为 Rain wi-fi 路由器供电，这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，该运营商实现了其主要目标 -- 成为对大量移动互联网用户有吸引力的运营商。 执行 为了创造真正身临其境的体验和与品牌的长期互动，Tele2 支持推出带有数字活动的技术环境设备。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，投票选择最需要 Rain wi-fi 的地方。迄今为止，圣彼得堡已经安装了许多雨供电的 4g 路由器，重型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独家娱乐内容。在竞选期间，rain-powered router 已经工作了 534 个雨天小时，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 (世界自然基金会) 和 3,6 万篇文章 (心理学)。该运动已经覆盖了 53 个 SM 公共页面，105 个出版物，2 个电视广播。第一阶段发生在 2017年11月到12月，第二阶段发生在 2018年4月到6月。 活动描述 Tele2 推出了突破性的技术项目 -- Rain Wi-Fi。世界上第一台由雨水驱动的 4g 路由器，将雨水变成了为被雨水困住的人提供的免费互联网。一个工程师团队提出了一个智能设计解决方案 -- 4g 发电机。技术创新允许雨水发电，而不会在过程中损失任何能量。该系统分为四个简单的步骤: 将设备安装到排水管中，然后雨水流激活涡轮机，涡轮机产生电力，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). An extensive investigation helped Tele2 to find local insights, painful for the audience: - Many of historical buildings in the city form narrow well-like courtyards. They are rather dense and uncomfortable with absolutely no 4G-connection. - This city is also very wet: 200 rainy 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. Acknowledging the fact that the target audience simply can’t live without mobile internet, Tele2 installed rain-powered 4G-routers in courtyards across St. Petersburg, in the places where other mobile operators didn’t work at all. 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 exclusive and entertaining 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 ground-breaking technological project – Rain Wi-Fi. The world's first rain-powered 4G-router that turns rain into free Internet for people who got caught in a rain. A team of engineers presented an intelligent design solution – 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 年，移动运营商 Tele2 向其代理提出了一个问题: 作为业务增长的主要来源，大量移动互联网用户并不认为 Tele2 是一个有吸引力和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，需要让这些要求苛刻的观众相信 Tele2 提供高质量的连接，其次，运营商的形象需要显著提升。历史上，品牌感知负面的最关键的情况是俄罗斯第二大城市圣彼得堡。Tele2 将自己定位为唯一将用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。为了将这种定位带到生活中，Tele2 决定创造一种独特的体验，让圣彼得堡的居民能够解决城市中的日常 wi-fi 连接问题, 所以他们觉得自己的生活发生了积极的变化。 战略 该运动的目标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。一项广泛的调查帮助 Tele2 找到了当地的见解，这让观众很痛苦: 城市中的许多历史建筑形成了狭窄的类似庭院。他们相当密集，不舒服，绝对没有 4g 连接。-这个城市也很潮湿: 每年平均有 200 个雨天。当人们在这些古老的庭院里不停地奔跑躲避雨水时，他们大多无法使用互联网连接。Tele2 承认目标受众根本离不开移动互联网，因此在圣彼得堡的庭院里安装了雨水驱动的 4g 路由器，在其他移动运营商根本不工作的地方。 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，并刺激了在线和离线对话 -- 产生了超过 139 000 000 个媒体印象, 超过 130 人连接到全城雨水供电的 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。但这不是全部。微软成为该计划的合作伙伴，并使用微软 Azure 技术为 Rain wi-fi 路由器供电，这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，该运营商实现了其主要目标 -- 成为对大量移动互联网用户有吸引力的运营商。 执行 为了创造真正身临其境的体验和与品牌的长期互动，Tele2 支持推出带有数字活动的技术环境设备。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，投票选择最需要 Rain wi-fi 的地方。迄今为止，圣彼得堡已经安装了许多雨供电的 4g 路由器，重型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独家娱乐内容。在竞选期间，rain-powered router 已经工作了 534 个雨天小时，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 (世界自然基金会) 和 3,6 万篇文章 (心理学)。该运动已经覆盖了 53 个 SM 公共页面，105 个出版物，2 个电视广播。第一阶段发生在 2017年11月到12月，第二阶段发生在 2018年4月到6月。 活动描述 Tele2 推出了突破性的技术项目 -- Rain Wi-Fi。世界上第一台由雨水驱动的 4g 路由器，将雨水变成了为被雨水困住的人提供的免费互联网。一个工程师团队提出了一个智能设计解决方案 -- 4g 发电机。技术创新允许雨水发电，而不会在过程中损失任何能量。该系统分为四个简单的步骤: 将设备安装到排水管中，然后雨水流激活涡轮机，涡轮机产生电力，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). An extensive investigation helped Tele2 to find local insights, painful for the audience: - Many of historical buildings in the city form narrow well-like courtyards. They are rather dense and uncomfortable with absolutely no 4G-connection. - This city is also very wet: 200 rainy 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. Acknowledging the fact that the target audience simply can’t live without mobile internet, Tele2 installed rain-powered 4G-routers in courtyards across St. Petersburg, in the places where other mobile operators didn’t work at all. 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 exclusive and entertaining 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 ground-breaking technological project – Rain Wi-Fi. The world's first rain-powered 4G-router that turns rain into free Internet for people who got caught in a rain. A team of engineers presented an intelligent design solution – 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
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Rain Wi-Fi
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