| Title | SHADOW WIFI |
| Brand | STICHTING TEGEN KANKER/FONDATION CONTRE LE CANCER |
| Product/Service | AWARENESS ORGANISATION TO PREVENT SKIN CANCER |
| Category |
A01. Activation by Location or Proximity |
|
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 |
Creative Execution
We created SHADOW WIFI, a new free WIFI network that remains active as long as people remain in the shadow. We designed special towers, offering free Shadow WIFI for the beachgoers, communicating the message in a striking way, on the most relevant place: the beach. The towers where installed on the most popular beaches in Belgium and Peru for local foundations against cancer. People had to register on a webpage, which allowed the foundation to not only inform the beachgoers but also to prolong the relationship
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 targets an audience who's actively in danger: people on the beach. Skin cancer is the fastest growing form of cancer. When hitting the beach to get a tan, people don't realise that they should regularly seek shadow. This is why we created SHADOW WIFI, offering free wifi in the shadow. The SHADOW WIFI Towers where first set up in Peru for the Peruvian League Against Cancer followed by Belgium, for Stichting Tegen Kanker. To connect, people had to register on a webpage, which allowed the foundations to inform and prolong the relationship. SHADOW WIFI will also be set up in Australia and the U.S., with the local foundations.