Title	WI-FI DOGS
Brand	DEUTSCHE TELEKOM
Product/Service	TRAVEL & SURF
Category	A01. FICTION: SERIES OR FILM
Entrant Company	DDB GROUP GERMANY Berlin, GERMANY
Contributing Company	DDB GROUP GERMANY Berlin, GERMANY
Production Company	COMMUNITY FILM Münich, GERMANY
Production Company 2	PIRATES 'N PARADISE Düsseldorf, GERMANY
Production Company 3	STUDIO FUNK Berlin, GERMANY

Name	Company	Position
Eric Schoeffler/Mattihas Schmidt	DDB	Chief Creative Officer/Executive Creative Director
Andre Zschaebitz	T8y	Programmer
Veit Moeller/Nils Haseborg	DDB	Creative Director
Konradin Resa/Jacopo Biorcio/Nazgol Athari/Nejad	DDB	Art Director
Alice Bottaro/Marc Lüdemann/Lydia Willie	DDB	Copywriter
Daniela Hofmann/Annika Glander	DDB	Account Director
Dr.gordon Euchler	DDB	Planning Director
Alice Bottaro/Jacopo Biorcio/Veit Moeller	DDB	Concept
Randy Krallman		Director
Jens Mecking	DDB Group	Agency Producer
Gustav Geldenhuys	Smuggler	Producer/Representation
Volker Hannwacker/Acki Heldens		Producer
Tobias Suhm		Editor
Erik Wilson		Cinematographer
Miguel Lombardi		1st Ad
Jason Schuster		Set Design
Ariel Zalazar		Art Director
	Composer	Butter. Music And Sound
Sebi Rodriguez/Pati Abril		Styling/Hair/Make Up
Eva Bach/Cindy Estada	Presumo Casting/Estrada Casting	Casting

The Campaign

The popularity of content marketing moves incredibly fast. Just a decade ago, most of us had never heard of it, and today content marketing is one of the top priorities for marketers . But still, on the mobile market consumers get very often just pitched instead of entertained, especially when it comes to selling tariffs and not just strengthening a brand image. The result: Consumers are overloaded and bored by these approaches. So combining an entertaining, humorous approach with creative thinking, rather then simply pushing the product, was our idea on how to create relevance for the holidays.

Results

The Challenge Instead of booking Deutsche Telekom´s Summer Pass for mobile Internet, people still waste their holiday time looking for Wi-Fi. Objectives Change people´s holiday behaviour and raise awareness around Telekom´s Summer Pass before they leave for their trips. Strategy We all do absurd things to find Wi-Fi on holiday - but it became so normal that we just stopped noticing. Our goal was to make people reconsider the absurdity of wasting holiday time looking for Wi-Fi. That´s why we created a story so entertaining people almost wished it was true – and at the same time, so ridiculous that they couldn´t help but to rethink about their own summer behaviour. Execution Welcome to Wi-Fi Dogs! This summer´s most revolutionary business is founded by José and his assistant Santiago. Together with a bunch of stray dogs, this company hopes to solve a problem that plagues millions of tourists: the lack of connection when abroad. In fact, these specially trained dogs are able to sniff down the Internet, leading holidaymakers directly to the source. The content features a 2:00 minutes mockumentary about the business idea, but also innovative dog training tutorials, videos about the client´s experiences and other side-characters and even a fictional company website. To end on the right note, we composed and recorded “La Balada de Wi-Fi dogs”, a song dedicated to the lack of Internet during holidays, performed from a band as talented as kitsch. The entire world of Wi-Fi entertains the audience, leaving them with one question: isn´t it absurd to waste our holiday time looking for Wi-Fi, when there´s an easier solution like Telekom´s Travel & Surf?

The campaign launched with “José´s Wi-Fi Dogs,” a mockumentary about Internet sniffing canines rented out to tourists in need. Annotations and social media posts led to four more videos, 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. The curious could even visit José´s company website. A Tumblr with José´s funniest phrases and the first music video dedicated to the lack of Internet during holidays completed our world.

People loved our story: "José's Wi-Fi dogs" got more than 2 million views on YouTube, that equals a viewing time of more than four years overall!! We reached No. 1 in Germany's viral video charts - however, we were present with more than one video in the viral top 20 (“Jose´s Wi-Fi Dogs” #1 and “A Wi-Fi Dogs Love story” #16). Our hero video delivered overall 34,5% more views to initially planned bookings, including 30,9 earned impressions on facebook with a CTR over the benchmark and an engagement rate on Twitter double the industry benchmark. We also got the emotional reaction we wanted to provoke: People's comments on social media were disbelieving and entertained. They just wanted to see more and asked to turn "Wi-Fi dogs" into a series.