Title	SHADOW WIFI
Brand	STICHTING TEGEN KANKER/FONDATION CONTRE LE CANCER
Product/Service	AWARENESS ORGANISATION TO PREVENT SKIN CANCER
Category	B05. Other
Entrant Company	HAPPINESS BRUSSELS, BELGIUM
Advertising Agency	HAPPINESS BRUSSELS, BELGIUM
Production Company	MOXY POST PRODUCTION Brussels, BELGIUM

Name	Company	Position
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
Sebastian Salinas	FCB Mayo	Director

The Brief

We needed an idea that actively gets people in the shade and has the potential to create talk-value. Shadow Wifi clearly targets an audience who's actively in danger: people on the beach. As people increasingly use their smartphones on the beach, which can be costly because of expensive roaming, offering free wifi was the perfect incentive. Not only to inform people about the dangers of skin cancer, but also to change their behavior. The Shadow wifi towers were set up during the summer on popular beaches, first in Peru for the Peruvian League against cancer, followed by Belgium for Stichting tegen Kanker.

Creative Execution

Special Wifi-hardware was designed to follow the position and movement of the sun during the day, a very narrow-beam WIFI antenna delivered WIFI in the shadow zone only. Our own medium - Special towers - was designed, offering free Shadow WIFI for the beachgoers, communicating the message in a striking way, on the most relevant place: the beach. People had to register on a webpage, which allowed the foundation to not only inform but also to prolong the relationship with follow-up emails. But more important, SHADOW WIFI quickly got picked up by the press, resulting in an estimated Earned Media Reach of 200 million contacts.

The outcome was amazing: 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 importance of shadow to prevent skin cancer 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 was first introduced end of April in Peru, followed by Belgium in August. To get connected people had to register on a webpage with prevention information, which allowed us to prolong the relationship, inform and keep people updated on the dangers of skin cancer. SHADOW WIFI actively kept people in the shade and helped them to stay connected. Which was great considering the fact that talk-value is in the core of this idea. We actively wanted people/press to talk about it. A press conference announced the action. In the near future SHADOW WIFI will also be set up in Australia and the U.S. , but as an open source idea it can be set up in any country.