| Title | SHADOW WIFI |
| Brand | STICHTING TEGEN KANKER/FONDATION CONTRE LE CANCER |
| Product/Service | AWARENESS ORGANISATION TO PREVENT SKIN CANCER |
| Category |
A06. Events & Experiential (incl. stunts) |
|
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 |
The Campaign
Skin cancer is the fastest growing form of cancer in the world. When hitting the beach, 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 actively change their behavior and us the power of conversation to create talk-value. Introducing: SHADOW WIFI, a new free WIFI network that remains active as long as people remain in the shadow. Shadow wifi was first introduced in Peru and Belgium. Together with the local foundations against cancer. To get connected people had to register, which allowed the foundations to prolong the relationship, to inform, educate and keep people updated on the dangers of skin cancer. SHADOW WIFI actively kept people in the shade and helped them to stay connected with peers and friends. Which was great considering the fact that talk-value is in the core of this idea. A press conference announced the action. The press picked it up, massively, resulting in an estimated Earned Media Reach of 200 million contacts. As an open source idea SHADOW WIFI is being solicited by Cancer Foundations all over the world. With Australia and the U.S. already confirmed.
The Brief
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 gets people in the shade and has the potential to create talk-value.
Execution
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, on the most popular beaches. To get connected people had to register on a webpage with prevention information, allowing us to prolong the relationship, inform, educate and keep people updated about skin cancer. SHADOW WIFI kept people in the shade and helped them to stay connected with peers and friends. Which was great considering the fact that talk-value is in the core of this idea. We wanted people and press to talk about the fact that sunscreen only is not enough to prevent skin cancer. A press conference announced the action. SHADOW WIFI will also be set up in Australia and the U.S. together with local foundations against cancer, but as an open source idea it can be set up in any country.
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 dangers and prolong the relationship. It offered 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. All talking about the importance of shadow when preventing skin cancer. In the near future SHADOW WIFI will also be set up in Australia and the U.S. together with local foundations against cancer, but as an open source idea SHADOW WIFI is being solicited by Cancer Foundations all over the world.
The Strategy
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 seek some shadow: free wifi. Helping them to avoid expensive data roaming. 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.