| Title | SHADOW WIFI |
| Brand | STICHTING TEGEN KANKER/FONDATION CONTRE LE CANCER |
| Product/Service | AWARENESS ORGANISATION TO PREVENT SKIN CANCER |
| Category |
B03. Use of New Technology in a Direct Marketing Campaign |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
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 |
Brief Explanation
Shadow Wifi clearly targets an audience who's actively in danger: people on the beach. Skin
cancer is the fastest growing form of cancer in the world. And instead of flatly informing them, we gave them an incentive to engage and actively seek some shadow: free wifi. To get connected they had to register on a webpage with all the prevention information needed, allowing us to prolong the relationship and inform, educate and keep people updated on the dangers of skin cancer. Additional advantage of Shadow Wifi was that we kept the mostly young audience connected to peers and friends. Which allowed them to talk about the mere fact that we kept them in the shadow.
Creative Execution
We grabbed the right target audience at the right moment and place: the beach. SHADOW WIFI was first introduced end of April in Peru, for the Peruvian League against cancer, followed by Belgium in August for Stichting tegen Kanker. To connect, people had to register on a webpage with prevention information, allowing us to prolong the relationship, inform and keep people updated. SHADOW WIFI actively kept people in the shade and helped them to stay connected with peers and friends. SHADOW WIFI will also be set up in Australia and the U.S. with local foundations against cancer. As an open source idea it can be set up anywhere.
Results
SHADOW WIFI didn't only inform people, but changed behavior. Shadow Wifi received more than 200 registrations per square meter of shadow per day, followed by thousands of follow-up emails. Allowing the foundations to inform and prolong the relationship. Offering an average of 6000 hours of free content weekly. The press quickly picked up SHADOW WIFI, resulting in an earned media reach of 200 million contacts. SHADOW WIFI will also be set up in Australia and the U.S. together with local foundations against cancer, as an open source idea SHADOW WIFI is being solicited by Cancer Foundations worldwide.