| Title | WIFIPENDENCE DAY |
| Brand | OTE |
| Product/Service | OTE MY WIFI- A SERVICE FOR CREATING PUBLIC WIFI SPOTS |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
BOLD OGILVY & MATHER Athens, GREECE
|
|
Advertising Agency
|
BOLD OGILVY & MATHER Athens, GREECE
|
|
Media Agency
|
MINDSHARE Athens, GREECE
|
|
Production Company
|
FOSS Athens, GREECE
|
Credits
| Lazaros Nikiforidis |
Ogilvy/Mather Greece |
Deputy Executive Creative Director |
| George Kanellopoulos |
Ogilvy/Mather Greece |
Associate Creative Director |
| Yiannis Pallis |
Ogilvy/Mather Greece |
Art Director |
| Panos Myriangos |
Ogilvy/Mather Greece |
Copywriter |
| Aline Bardisbanian |
Ogilvy/Mather Greece |
Business Unit Director |
| Yiannis Andriopoulos |
Ogilvy/Mather Greece |
Account Director |
| Marina Triantafyllidou |
Ogilvy/Mather Greece |
Strategic Planning Director |
| Yiannis Sideris |
Ogilvy/Mather Greece |
Executive Creative Director |
| Kallia Vergadou |
Ogilvy/Mather Greece |
Senior Account Manager |
| Effie Fotopoulou |
Ogilvy/Mather Greece |
Account Executive |
| Daphni Lokoviti |
Ogilvyone Athens |
Business Unit Director |
| George Argyrakis |
Ogilvyone Athens |
Account Manager |
| Constantina Chatzaki |
Ogilvyone Athens |
Creative Director |
| Sissy Lokoviti |
Ogilvyone Athens |
Senior Art Director |
| Olga Naltsou |
Ogilvyone Athens |
Copywriter |
| Simona-maria Konstantinidi |
Mindshare Greece |
Media Director |
| Michael Alexakis |
Foss Productions |
Producer |
| Harry Patramanis |
|
Director |
Brief Explanation
OTE My WiFi –a service that creates a free WiFi community- was a response to customers’ need for out of home Internet access and an opportunity to justify price premium. We didn’t just want to launch another service, but to create a benchmark in the history of Internet in Greece.
Insight: when people are out of home and want to connect to the Internet, the first thing they do is “fish” for a free WiFi spot, in order to “save” their mobile data.
OTE My WiFi puts an end to this search, offering access to thousands of free WiFi spots.
Results and Effectiveness
The impact of the campaign on the service was unprecedented:
96% increase in WiFi spots***
266% increase in demand*
160% increase in usage*
1646% increase in application downloads*
No1 application in the Greek App Store in the days following the launch of the campaign*
70% of consumers felt more positive toward OTE**
60% of the competitors’ clients are now considering changing to OTE**
The campaign scored 10% above the likeness benchmark**
In addition to boosting service registrations and usage, the communication also created virality and immediate buzz for the brand.
* OTE/FON internal data (Dec. 14 vs Oct. 14)
** Post Evaluation Research results by MRB (Dec. 2014)
*** OTE/FON internal data (Jun. 15 vs Nov. 14)
Creative Execution
Instead of a campaign we created a guerilla movement fighting for everyone’s right to free WiFi. To properly support it and make it believable, we used the “media space” of an actual movement: public places and the Internet. We placed stickers and graffiti signs all over the city, we created a “.org” blog and gave the movement presence on the social media. Then, we “leaked” a video showing its members breaking into the country’s biggest telecommunications company, which quickly hit the news. Having gained everyone’s attention, the second phase burst on all media, revealing that behind the movement was OTE.
Insights, Strategy and the Idea
Our target audience were men and women aged 18-34, technology literate with data hungry devices, interested in the latest technology trends. Although we were about to launch a breakthrough service, we needed to alter their perception that OTE is a conservative brand.
We decided to implement a media strategy that would change this with a campaign that burst using a media mix consisting mostly of ambient and a non-traditional use of digital and social media. Once we had created buzz and anticipation, the campaign expanded onto all the traditional media needed to maximize its effect.