| Title | SHADOW WIFI |
| Brand | STICHTING TEGEN KANKER/FONDATION CONTRE LE CANCER |
| Product/Service | AWARENESS ORGANISATION TO PREVENT SKIN CANCER |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Contributing Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
MOXY POST PRODUCTION Brussels, BELGIUM
|
Credits
| Karen Corrigan |
Happiness |
Executive Creative Management |
| Geoffrey Hantson |
Happiness |
Chief Creative Officer |
| Kris Hoet |
Happiness |
Chief Innovation Officer |
| Elke Janssens |
Happiness Brussels |
Managing Director |
| Philippe Fass |
Happiness Brussels |
Creative Director |
| Laurie Lacourt |
Happiness Brussels |
Concept Provider/Art Director |
| Catherine Hermans |
Happiness Brussels |
Concept provider/Copywriter |
| Pascal Kemajou |
Happiness Brussels |
Group Account Director |
| Dominique Van Doormaal |
Happiness Brussels |
Creative Producer |
| Bart Vande Maele |
Happiness Brussels |
Agency Producer |
| Gregory Ellinger |
Happiness Brussels |
Graphic Designer |
| Emilie Wauthelet |
Happiness Brussels |
Graphic Designer |
| Laurie Lacourt |
Happiness Brussels |
Graphic Designer |
| Mathias Mallentjer |
Production Office |
Event producer |
| Simon Schuurmans |
|
Film Director |
| Ward Van Ooteghem |
In Any Events |
Wifi Hardware Specialist |
| Jacques Aragonés |
FCB Mayo |
General Producer |
| Tomas Cortes |
FCB Mayo |
BTL Supervisor |
| Sebastian Salinas |
FCB Mayo |
Director |
The Campaign
Skin cancer is the fastest growing form of cancer in the world. When hitting the beach to get a tan, most people don't realize that they should also seek some shadow every now and then. Instead of flatly informing people about the dangers, we wanted to give people an incentive to really change their behavior and make them actively understand that it's not just about putting on lots of sunscreen but about the fact that the best prevention is seeking some shadow every now and then.
So we needed an idea that actively got people in the shade and had the potential to create talk-value. Introducing: SHADOW WIFI, a new free WIFI network that remains active as long as people remain in the shadow. Giving people access to all possible content for free, helping them avoid expensive roaming charges. The SHADOW WIFI towers were first introduced in Peru, for the Peruvian League against cancer, followed by Belgium for Stichting tegen Kanker. To get connected people had to register on a branded webpage with all the prevention information needed, which allowed us to prolong the relationship and inform, educate and keep people updated on the dangers of skin cancer. By doing so, SHADOW WIFI actively kept people in the shade and helped them to stay connected with peers and friends. In total, Shadow Wifi offered an average of 6000 hours of free content every week. Special Wifi-hardware was designed to follow the position and the movement of the sun during the day and a very narrow-beam WIFI antenna delivered WIFI in the shadow zone only.
The outcome was amazing: SHADOW WIFI didn't only inform people, but actually changed their behavior. In total, Shadow Wifi received more than 200 registrations per square meter of shadow per day, followed by thousands of follow-up emails. Allowing the cancer foundations to further inform people about the dangers and prolong the relationship. Offering an average of 6000 hours of free content every week. But even more important, SHADOW WIFI quickly became a story to be told. Press picked it up, massively, resulting in an estimated Earned Media Reach of 200 million contacts. In the near future SHADOW WIFI will also be set up in Australia and the U.S., together with the local foundations against cancer, but as an open source idea SHADOW WIFI is being solicited by Cancer Foundations all over the world.
Shadow Wifi clearly targets an audience who’s actively in danger: people on the beach. Instead of flatly informing them about the fact that it's important to seek some shadow every now and then, we gave them a real incentive to change their behaviour: free wifi in the shadow. Helping them to avoid expensive data roaming on the beach. To get connected people had to register on a webpage that provided the needed info, by doing so we gave them access to all possible content, as long as they remained in the shadow. In total, Shadow Wifi offered an average of 6000 hours of free content every week.